News, Like Life, Changes 24/7 at KCBS

SAN FRANCISCO Hub Strategy and Communication has launched a campaign for all-news radio station KCBS 740 AM here, using real news events to show how quickly life changes.

The campaign, which consists of TV, print, radio and billboards, broke over the last two weeks in the Bay Area. It depicts present-day events that have people talking, said Tom Stryker, office manager at the independent San Francisco agency.

The media budget was estimated at $2 million. The print ads are running almost daily in the San Francisco Chronicle; television ads are airing on KPIX-TV.

In one print ad, in reference to the steroid scandal surrounding Barry Bonds, the San Francisco Giants slugger is shown swinging for the fences. Copy reads, “Hall of Fame. Hall of Infamy. Hall of Fame.”

Another print ad shows the toppling of Saddam Hussein’s statue in Iraq last year, accompanied by “Freedom. Chaos. Freedom. Chaos.” The tagline: “KCBS all-news 740 AM. Everything changes. Every day.”

Other work uses topics such as the fluctuating Bay Area housing market (“It’s a buyer’s market. It’s a seller’s market”) and the recent controversy about same-sex marriage (“Legal. Illegal. Legal. Illegal.”).

Radio spots are still in production and feature narration by CBS news anchor Dan Rather.

DJ O’Neil, president and creative director of Hub, said he is pleased with the reaction the spots have received so far. “KCBS wanted us to create a campaign that could be fresh for years to come,” he said. “I think showing the ever-changing events of the world is pretty fitting.”

Hub won the business two months ago without a review. The shop had done some brand work for the radio station, and then took on creative. Before this new launch, advertising had been created in-house, O’Neil said.

KCBS, established in 1921, was the first all-news station in Northern California.

Hub’s other clients include Lombardi Sports, Mercedes-Benz of San Francisco and Oakland, Clear Channel, the Colorado Crush of the Arena Football League and Sidi cycling shoes.