The Challenge

NBCUniversal, parent company to iconic networks like NBC, E!, USA, and Syfy, approached F&P to help them replicate the success of 2014's Upfront campaign. 

Still working under the creative banner of All Together. Different., representing their diverse offering across the portfolio, NBCU wanted to find a fresh way to position their unique offering for the key 2015 Upfront period.  

Targeting marketing industry leaders and media planners & buyers, we needed to find something fresh to say to get them to sit up and take notice. 

The Strategy

Itself a subsidiary of Comcast, NBCUniversal has a unique advantage over the competition. Not only do they have the scale of a hugely varied portfolio, but they work with some of the very best talent in the industry - not just the stars of their shows but the incredible talent within their own organization. 

Now that they are underpinned by Comcast, we can add that NBCU's technology and data offerings are second to none. 

The Creative

Creatively we honed in on the very special talent that calls NBCU home.  Beautiful shots of the stars of the show are overlaid with graphic devices representing the data, technology and connections between the stars, stories and audiences they reach. 

Graphically, we use black for the first time for the parent brand - a sophisticated foil for the talent and our new message of Content, Data and Distribution. 

The work is being brought to life across OOH, print, digital, video and within the experiential Upfront events themselves.