LOS ANGELES: Weber Shandwick's Rogers & Cowan (R&C) has been named agency of record for TV Guide after a competitive pitch.
The entertainment PR firm is charged with creating a PR campaign to support the magazine's updated image, and present it to Hollywood's entertainment community. TV Guide is working to position itself as more of an entertainment book with high-quality editorial than simply a program listing.
"They have put a tremendous amount of money and effort into communicating a big program that is their new look, new style, and new attitude," explained R&C CEO Tom Tardio.
Tardio said R&C has been arranging "one-on-one" meetings between TV Guide editor-in-chief Michael Lafavore and "decision makers" within the entertainment industry - such as marketing executives, producers, and directors - in an effort to "ensure that the entertainment industry views this as a primary outlet for their news."