Radio: mediahub/Mullen, Nat Geo WILD, Teaching an Old Dog New Tricks

In order to raise awareness of dog whisperer Cesar Millan’s new cable network, the agency cleverly side-stepped social media and went straight for something with scale and velocity -- radio. It deployed 18 of the biggest DJs in the country to serve up dog-related questions to Cesar. The Q&As were customized to each market and the results, a 43% ratings growth season over season with 15,532 social posts (ranked fourth for evening in cable).

Tags: awards
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