Viewpoint Creative Teams With WE tv For 2006 Upfront Package

Viewpoint Creative recently completed an integrated marketing campaign for WE tv’s annual upfront presentation. The work includes print, outdoor and animated sequences for video presentation.

BOSTON, MA (PRWEB) June 28, 2006 -- Viewpoint Creative recently completed an integrated marketing campaign for WE tv’s annual upfront presentation. The work includes print, outdoor and animated sequences for video presentation.

The annual upfront challenge is to raise advertiser and media buyer awareness for WE tv’s new branding and original programming initiatives. This year, special emphasis was placed on bringing relevance to the new network tagline: “Have More Fun,” and highlighting the key original series’: “Bridezillas,” “Daddy’s Spoiled Little Girl,” and “3 Men & a Chick Flick.”

Said WE tv Vice President of Marketing, Jennifer Robertson, “We charged Viewpoint with developing a dynamic campaign that would showcase our original programming while introducing our new tagline to the media, advertising and consumer communities.”

Michael Middeleer, Creative Director of Viewpoint Creative continued, saying that the biggest challenge was to speak effectively to both business and consumer. “There is so much to convey: the meaning of the brand and the promise of the show, yet the net result must be incredibly distilled and powerful. Copy and design must work together flawlessly.”

To achieve these objectives, Viewpoint developed an exuberant design based on vibrant, bouncy circles. Said, Art Director, Michael Frederick, "Finding a solution that would work across all platforms was a challenge. But we employed a warm palette and used circular shapes that interact with images and type to convey their message of fun and connection on multiple levels."

Concluded Robertson, “We were extremely pleased with the upfront campaign, which fully delivered on our goal of bringing the key brand promises of connection and fun to life. The overall design concept was strong, consistent and clean, and all executions were presented in the sophisticated yet playful manner that is the essence of WE tv and our viewers.”

The campaign stood out in a cluttered NYC environment and advertisers were fully primed for WE tv programming opportunities leading into the upfront season.

Viewpoint Creative is an award-winning creative services firm providing clients with an exceptional range of advertising and design solutions to promote their brands. From concept to completion, Viewpoint Creative delivers extensive national and international experience in television, print, radio, and web production. Clients include Showtime, HBO, Sci Fi Channel, WE, FX, Madison Square Garden Network, OLN, CMT, Court TV, Cinemax, Discovery Networks, ESPN, HGTV, Travel Channel, Rainbow Media, PBS, and AETN International®.

For more information about Viewpoint Creative please contact Amy Coblenz at 781-449-5858. You can also visit their website at www.viewpointcreative.com.

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