MSNBC is launching a comprehensive branding initiative 10/11 built around the new vision “Lean Forward,” which captures the network’s mission to become a thought-leader brand dedicated to advancing the issues that move America ahead. The effort will be supported by an aggressive ad campaign, including out of home, online, print, and off-channel components. One element includes a series of television ads directed by academy award winner Spike Lee. The campaign, featuring MSNBC anchors, will run on all platforms of the network, including msnbc.com.
MSNBC’s Lauren Skowronski tells RBR-TVBR about the buy: “We’ll have print ads in a variety of publications including Time and the Atlantic. Out of home includes Grand Central Station (NY) and Union Station (DC). Online includes Daily Beast and HuffPo [HuffingtonPost.com]. On Monday, Oct. 11, we’ll have an ad “roadblock” across the networks of NBC Universal. In the 8p hour, all our networks will air one 60 sec Lean Forward ad.”
If you’d like to get a first look at some of the other spots (directed by Spike Lee) that MSNBC hasn’t released yet to the public – you can check out the link below.
http://www.interdubs.com/r/lostplanet
user name: 10.04.10 Talent
password: msnbc
“In its simplest form, it’s a tagline. You will see it on-air, in promotions and in advertisements,” said Phil Griffin, President of MSNBC. “In the broader sense, however, Lean Forward captures the spirit of everything we do and everything we believe. It’s about celebrating the best ideas, no matter where they come from; that tomorrow can, in fact, be better than today. Lean Forward is our message.”
Lean Forward encompasses the sensibility represented in all parts of the network, including breaking news coverage, thought-provoking conversation, fresh political analysis, and award-winning documentary programs. The effort represents the first comprehensive branding strategy since the network launched in 1996.
