OUR CHALLENGE
In 2008, The History Channel was mired in a steady ratings decline, losing advertiser revenue behind an aging demographic, and suffered from negative brand monikers such as “The Hitler Channel” due to its reliance upon black and white footage from WWII. That’s when new GM and programming impresario Nancy Dubuc recharted the direction of the network to embrace contemporary content, and newly installed head of marketing Chris Moseley selected Barker DZP to foster one of the most ambitious brand transformations in the history of Cable Television.

SOLUTION
Moseley and Dubuc challenged Barker DZP to change the definition of History: “It can’t be about the past anymore.” Following four months of consumer research and development, the Agency launched a bold new brand platform for the network. “HISTORY: Made Every Day” debuted in early 2009 and instantly gave the network “brand permission” to roll out Dubuc’s powerful vision with series like Ice Road Truckers, Pawn Stars, and American Pickers. Focus groups confirmed that even the most skeptical consumers understood the Made Every Day connection between the fascinating things happening right now and their historical relevance.

RESULT
The History Channel was the 15^th ranked cable network in 2008. Today HISTORY ranks #3, an estimated $2 Billion increase in valuation. “Made Every Day” already ranks one of the longest running taglines in the industry, and continues to fuel all aspects of the consumer and trade marketing of the network.