Their Marketing Mandate  

For years, NBC had been the leader in daytime television ratings.  In 2002, CBS was catching up. Naturally, they wanted to trumpet this fact to the world. Although CBS already had an in-house ad agency, they nevertheless selected us to come up with the strongest, most in-your-face campaign tooting its own horn.

Our  Creative Solution     

In broadcasting, the Nielsens play a critically important role.  They determine the cost to the  advertiser for an appearance on any given program. We took the fact that the Nielsens showed CBS creeping ever closer to NBC and did some provocative chest-thumping about it.  When the Nielsens next showed CBS running neck and neck with NBC and then overtaking them … we rubbed that in the competition’s face too.