WCRS has won the international CNN account worth an estimated
pounds 20 million.
The move signifies the first time CNN has run generic branding work on a
global scale. Previously, all campaigns had run only in regional
The agency will be responsible for producing work that will run across
the European, Middle Eastern, African, Latin American and Asian
It will be adapted independently in Latin America, and by Euro RSCG in
the Asia-Pacific region. Work in the US will fall outside WCRS's
Chris Herd, the group director of WCRS's e-brands, said: 'The win of
CNN's international brand work is a great endorsement of the work that
we have already done for CNN.com Europe.'
The agency's first work aims to position CNN as a multi-platform
breaking news provider, with the new endline: 'Be the first to know', to
get across that CNN's news is available online and on mobile phones.
WCRS won the pan-European launch of the website, CNN.com, in August last
year after a pitch against D'Arcy and Euro RSCG Wnek Gosper.