• Ad Age , Tuesday, September 19, 2006 12:15 PM

The "Free to Be" marketing push from new broadcast network the CW features phrases like "Free to Be Fierce," "Free to Be Super" and "Free to Be Funny." But considering the channel's willingness to offer up every conceivable facet of its multi-platform network, perhaps the lasting slogan might be ""Free to Be Commercial." The CW--the first broadcast network to launch since its predecessors, the WB and UPN, did in 1995--will be flush with advertisers, pulling in $650 million in upfront commitments. The CW also has deals with a handful of top brands that make them founding charter advertisers. Buyers say an effort to push them beyond the realm of the 30-second spot was a big help. "They are trying to be a partner," says Andy Donchin, director-national broadcast at Carat, who cut a pact with CW for Pfizer. "They're trying to be creative to help sell our products, and help us rise above the clutter."

Read the whole story at Ad Age »