Showtime

In 2005, Showtime’s “No Limits” campaign had lost its original luster. After several years of few breakout series, the brand was not delivering on the “No Limits” promise. Furthermore, new programming chief Bob Greenblatt had just joined, and there were high expectations of what was to come. (Dexter, Weeds, Californication, etc.)

Under the guidance of then CMO Len Fogge, Barker DZP developed “What’s Next.” The line is delivered not as a question, but as a statement, and it effectively served as a harbinger of Showtime’s astonishing surge under Greenblatt.