Energy BBDO/Chicago has signed on to handle
U.S. News & World Report's brand strategy and creative account, partnering with the mag on a strategic repositioning and an ensuing consumer ad
campaign. Long the second runner-up among the major newsweeklies,
U.S. News has been fighting to survive in the Internet age by overhauling its format, although the publication remains
well-known for its annual rankings of institutions like hospitals and colleges.
Lee Wilcox, chief marketing officer for the mag, says it picked Energy BBDO because of its track record
of energizing trusted and familiar brands. Tonise Paul, president and CEO of Energy BBDO, says the agency has been looking to work on a great media brand so it can use its talents to engage consumers
in a fragmented media landscape.
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