Wag Ed wins Austin City Limits account

AUSTIN: Waggener Edstrom's latest win is music to the agency's ears, as it has been named AOR for Austin City Limits, the 30-year-old PBS music series.

AUSTIN: Waggener Edstrom's latest win is music to the agency's ears, as it has been named AOR for Austin City Limits, the 30-year-old PBS music series.

Wag Ed will help tell the story of the legendary music series and the 3-year-old music festival it has spawned.

Over the years, the show has featured an eclectic array of musicians, including Willie Nelson, Norah Jones, BB King, Dolly Parton, Stevie Ray Vaughan, Phish, Ray Charles, and Beck.

Wag Ed won the account with Maloney & Fox, the consumer agency Wag Ed acquired in October.

"We're going to focus on the upcoming festival, and the show's 30th anniversary," said Sarah Russ, a senior account director in Wag Ed's Austin office. "We really want to build the brand. There's a perception that the show is only about country music. Yet it has so much more to offer than just country. It really offers a very unique music experience."

The Austin City Limits win has also enabled Wag Ed to work with another Austin institution - six-time Tour de France winner Lance Armstrong. Capital Sports & Entertainment, which produces Austin City Limits, also produced the August 13 celebration for Armstrong in his hometown of Austin.

"Lance is a hero, and he has inspired people around the world," said Russ. "While it's a celebration, we want to make sure the media gets a glimpse of all the ways Lance has touched people's lives," including his successful fight against cancer.

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