CBS and Time Warner are breaking a re-branding campaign for their new CW Network, backed by an ad budget estimated at more than $50 million in promo time and paid media. The effort, being handled by
ad agency Troika, is estimated to be the equivalent of what is spent annually by national marketers, such as E*Trade, Hertz and La-Z-Boy. The campaign is part of a broader marketing effort to
reposition local stations and programming schedules from the former UPN and WB networks into CW, which begins programming as a single entity Sept. 20.
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