Campaign Trail is our analysis of some of the best and worst new creative efforts from the marketing world. View past columns in the archives here.
As entertainment content blurs the lines of traditional genres and bends across digital platforms, WarnerMedia looked to rethink its properties as categorized by the tone or feeling consumers perceive when viewing. For TBS, the company’s top comedy network, that meant repositioning it as a genre-fluid, taste-driven destination. But before WarnerMedia and its agency Trollbäck+Company could begin delivering that revamped visual identity to viewers’ screens this week, the team had to first define the brand’s