Discovery Channel Names 72andSunny Agency of Record for Repositioning and Re-Launch

Discovery Channel Names 72andSunny Agency of Record for Repositioning and Re-Launch

LOS ANGELES, July 23 /PRNewswire/ -- The Discovery Channel has named 72andSunny its creative agency of record following a two-month review. The agency will oversee all U.S. strategic and creative duties for the top-rated cable property, including spearheading a network-wide re-brand debuting on- and off-air this October.

Said Dan Bragg, VP Creative Director, Discovery Channel, "We are thrilled to have 72andSunny on board with the Discovery team. The agency's campaign creative was dynamic, breakthrough and clearly voiced. This partnership will launch the network into a very exciting new space and complement our powerful all-original content."

72andSunny will be charged with extending the Discovery Channel brand and connecting with a younger, technologically savvy audience that is relentlessly curious about the world around them. In addition to repositioning the network and developing communications that include a new tagline and creative expressions in all media, 72andSunny will work closely with Discovery Channel's internal creative team to apply the new positioning to all communications.

Said Glenn Cole, Partner & Creative Director, 72andSunny, "This is a premier cable network that produces some of the best original programming on TV. As a team, they are ambitious, thoughtful, provocative and willing to take chances to make something special. It's going to be fun helping this brand achieve the same scale, playfulness and culturally iconic status that its programming already reflects. Plus we get to work with Mike Rowe, host of 'Dirty Jobs'. You can't pass up a chance to work with a guy who knows the ins and outs of processing boiled cat hair."

Discovery Channel is Discovery Communications' flagship property. With such highly rated original programs including, "Deadliest Catch," "Dirty Jobs," "Man Vs. Wild," "MythBusters," the recent epic "Planet Earth," and "Shark Week," the network is the most widely distributed cable network in the U.S., reaching more than 94 million households.

This is the third cable network 72andSunny has worked with, reflecting the agency's continuing effort to challenge traditional content/marketing relationships and blur the lines between linear programming and marketing in the entertainment world. The company launched in 2004 with USA Network as one of its first clients, and in 2006 helped G4 re-launch the classic "Star Trek" TV series with a play-while-you-watch interactive game called "The Spock Market" (g4tv.com/startrek2.0). 72andSunny also developed the supporting animated promo campaign and viral phenomenon, starring "Star Trek" action figures voiced by Charlie Murphy and Craig Kilborn.

About 72andSunny

72andSunny is a full-service advertising, design and brand strategy company with offices in Los Angeles and Amsterdam. Current clients include AND 1, Avia, Bugaboo, Cherry Coke, Discovery Channel, G4 TV, Microsoft Zune, Quiksilver, and Surfrider Foundation. For more information about 72andSunny, contact 310.615.9880 or visit http://www.72andsunny.com/.

About Discovery Communications

Discovery Communications is the number-one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 170 countries. Through TV and digital media, Discovery's 100-plus worldwide networks include Discovery Channel, TLC, Animal Planet, The Science Channel, Discovery Health and Discovery HD Theater. Discovery Communications is owned by Discovery Holding Co. (NASDAQ:DISCA)(NASDAQ:DISCB), Advance/Newhouse Communications and John S. Hendricks, Discovery's founder and chairman. For more information please visit http://www.discovery.com/.

First Call Analyst:
FCMN Contact:

Source: 72andSunny

CONTACT: Karen Raz or Natasha Wang, both of Raz Public Relations,
+1-310-450-1482, karen@razpr.com , or natasha@razpr.com; or Alison Threadgill
of Discovery Communications, +1-240-662-6135, Alison_Threadgill@discovery.com

Web site:

http://www.72andsunny.com/
http://www.discovery.com/

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