CNN Business
Mission and Position
CNN Business was undergoing a major shift. They had done internal exercises to articulate their position in the marketplace but the story needed to be told in a way that cut-through.
The mission was to cover the companies, personalities and innovations driving business forward and to become a source for those seeking to Learn, Profit and Lead.
In the final promo we show the historical changes in the drivers of the business world: Starting with the rise of American conglomerates in the 80’s , the speculative bubbles in the 90’s and the financial innovation and Dot Com collapse in the 2000’s. Then put a sharp focus on how the rapidly rising tech industry is driving the financial revolution.
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The campaign was well received, the messaging and promo spots ran across linear and Digital on O&O properties and external placements in key markets.
How it all came together
The campaign wouldn’t’ have been possible without the stellar folks collaborating across various departments.