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.

Jon Fortt

Melissa Lee

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


Client: CNBC

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

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