CNBC Launches New Trade Campaign with Fallon

Singapore, 10 February 2006 – CNBC, the world leader in business news, has named Fallon Worldwide ('Fallon') as the new agency of record for Asia Pacific. This relationship officially commenced with CNBC's new trade advertising campaign, which launches this month.

"CNBC wanted a partner who could help make a difference to our brand communications and Fallon rose to the challenge through their commitment, understanding and insight into our brand and our business," said Anne Pappas, Director of Marketing, CNBC Asia Pacific. "We are extremely pleased to be working with them on some of our key communications initiatives, and especially the launch of our new trade campaign."

The new CNBC trade campaign, will demonstrate that CNBC is the platform to communicate to an elite, hard to reach, wealthy audience, that includes senior business leaders and decision makers, high net worth investors, and the financial services industry. It will also establish that CNBC provides its audience with real-time business news coverage, and high-level conversations and insights from successful and important players in the regional and global business worlds.

The campaign reflects CNBC’s position as the world’s leader in business news, and will strengthen the unified and consistent communication of the brand regionally and globally. It will also heighten awareness of CNBC’s core offering to clients and advertisers.

The trade campaign is built around the signature CNBC ticker, which is synonymous with the brand around the world. The ticker also reflects the unique on-screen look that differentiates CNBC from the other channels.

"Communicating our core competency of business news is a priority. CNBC delivers comprehensive business news and follows the markets around the clock, around the world," Pappas continued. "The ticker provides strong association that CNBC is first and foremost a medium that delivers first-class business news coverage."

"Our strategy for the trade campaign was based on reinforcing CNBC's access to business decision makers through its core offering: up to date, live business news; by adopting a smart, irreverent tone of voice that is reflective of the leading business channel and its viewers." said Calvin Soh, President/Creative Director, Fallon, "We're excited to be extending this, a powerful and enduring brand property, in communicating with CNBC's audiences in the Asia Pacific, and we look forward to a long and fruitful relationship."

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