CNBC makes a clear distinction between ambition and greed in its new brand campaign meant to “tap into the DNA of its audience by connecting ambition with opportunity,” the network’s marketing team said in an email. The campaign, leaning on the financial news network’s new tagline, “Live Ambitiously,” “targets an audience looking for insight and information that can empower them to make better financial decisions.”
“There’s a difference between ambition and greed. Greed is wanting more, ambition is wanting better; for yourself, for your family, for your community,” says Jon Fortt, co-anchor of CNBC’s Closing Bell: Overtime, in one of the campaign spots.
The new campaign marks the first time in several years that the network has freshened up its brand look and tone.
“’Live Ambitiously’ is a rallying cry that informs consumers about what they can get from CNBC and that they are part of a shared community,” said Tom Clendenin, CNBC SVP, marketing, also in an email.
The launch includes several TV spots, including “The Right Stuff” (below) and “Hands-on Pursuit,” (above).
”The Right Stuff”
The campaign also features several pieces in which CNBC talent discuss their own relationships with ambition in their work and personal lives.
Andrew Ross Sorkin
CNBC’s in-house marketing and creative team developed and executed all work in-house, delivering TV spots, digital and social components with help from such agencies as Miami-based 2C and Brooklyn-based creative content studio Small Giant.
RELATED: 2C Helps CNBC Live Ambitiously
SVP, CNBC Marketing: Tom Clendenin
VP, CNBC Global Creative Director: Robert Poulton
VP, CNBC Creative Services Frank Piantini
VP, CNBC Brand Marketing: Abhishek Bhatt
VP, CNBC Media Planning & Strategy: Tom Russell
Director, CNBC Marketing: Katherine Guirales
Director, CNBC Business Day On-Air Promotion: Ellen Lewis
Senior Writer/Producer, CNBC: Tara Matthews, Brian Matthews
Creative Writer, CNBC: Matt Howard
Senior Manager, CNBC Marketing Digital & Social: DJ Sixsmith
Senior Managing Art Director, CNBC: John Rehm
Senior Art Director, CNBC: Julie George
Senior CNBC Motion Designer: Leslie Lillo
Senior CNBC Motion Designer: Erin Dean
Senior Designer, CNBC Marketing: Dana Camisa
Video Editor, CNBC: Cliff Van Dyke, David Lettieri, Steve Trevisan
Music Composition: NBCU Music Group
Music Composition: Eric Vasquez, CEO Exec. Producer Sync Stories
Footage Capture: Nick Morrison, Small Giant
Tags: brand campaign cnbc small giant