‘TV Guide’ Enlists C-K

CHICAGO Independent agency Cramer-Krasselt has landed creative duties on TV Guide‘s $15 million account after a review.

The assignment will include print, television and online advertising for the well-known but struggling magazine, as well as its Web site and cable channel.

“Cramer-Krasselt impressed us on two important levels: First, they had a clear understanding of the power of our brand, and second, they had an abundance of creative ideas about getting our message to consumers,” said Alan Cohen, chief marketing officer of Gemstar-TV Guide, in a statement. “We’re excited to work with them to develop a campaign that will let television fans know that TV Guide, across our varied platforms, is best suited to enhance the experience they have with the shows and stars they are most passionate about.”

TV Guide‘s previous creative agency was The Richards Group, a Dallas independent. The shop in 2003 launched a $10 million effort to promote the magazine with the tagline, “We see everything.” In 2005, the magazine changed its format from a digest-size publication to a full-size, four-color magazine.

Other contenders for TV Guide were not identified.

C-K last month added creative duties on Boehringer Ingelheim Pharmaceutical’s $40 million Zantac account. The shop in February parted ways with CareerBuilder.com on its $60 million account.

WPP Group’s MindShare will handle media planning and buying for the account.

Gemstar/TV Guide spent $15 million on the TV Guide magazine last year, according to Nielsen Monitor-Plus. The magazine’s circulation was down 55 percent in 2006, according to the Audit Bureau of Circulations.