DISH Network, the fourth largest distribution client, was in search of a brand to provide a talent to be the face of their customer loyalty program and build out a year-long campaign to increase awareness of their ‘Perks’ program and ultimately reduce churn.  My objective was to meet the needs of the client while also supporting prime programming ratings for Food Network.

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I was responsible for:

• Identifying a talent that resonates with their customer base and building a captivating campaign that explains and promotes use of the DISH Perks program (ie free previews, on demand, sweepstakes, etc)

• Collaboration with Food Network creative team to come up with unique creative featuring A-level Food Network talent, Alton Brown, on the set of his priority show, Cutthroat Kitchen.

• Execution of all marketing assets including a series of 4x:30 spots, :60 DVR Download spot, content for DISH website/newsletters/social and call center materials

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Responsibilities Included:

• Brand Management

• Campaign Ideation, Pitch, Planning & Execution

• Television/Digital/Social Content Production

• A-Level Talent Relations/Management

• Client Communication

• Cross Functional Team Management

 

This campaign secured $15MM in media for Cutthroat Kitchen, which helped to sustain ratings in DISH households, and was the launchpad for ongoing partnerships with DISH and Food Network.

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