LOS ANGELES: Cable network TLC has expanded its relationship with Euro RSCG Magnet from a single television pro-gram and branding project to all network PR. It also has brought aboard a Los Angeles boutique to help with entertainment work.
Bronagh Hanley, TLC's VP of communications, said Magnet was hired about a year ago to work on the popular design show Trading Spaces and a branding campaign dubbed "Life unscripted." That relationship has now been increased to include company branding, positioning, and program publicity on a national level.
"That's our triad of projects," said Hanley. "It's everything from strategy to executive outreach to speech writing. It's pretty significant."
Magnet also will be partnering with Los Angeles-based JS2 Communications to promote five TLC programs, including Clean Sweep, Perfect Proposal, A Baby Story, Overhaulin', and Rides. Work on those shows includes trade outreach, unit publicity and media relations, and talent relations for programs filmed on the West Coast.
Hanley said JS2 was chosen because TLC wanted a Los Angeles-based entertainment branch, which Magnet lacks, and because JS2 has a "very deep bench in the entertainment community." She added that the agency would be brought on for other projects as well.
JS2 was hired based in part on a prior relationship between Magnet principal David Kratz and JS2 principal Jeff Smith, who were business partners at Kratz & Jensen. That agency merged with three others in 2000 to form Magnet Communications.