New Business

mediahub named AOR for National Geographic Channels

March 21, 2012 David Swaebe

Some exciting news from mediahub, Mullen’s full-service media planning and buying unit. National Geographic Channels U.S. – which operates the National Geographic Channel and Nat Geo WILD – has selected mediahub as its new media agency-of-record following a competitive review. We’ll be handling planning and buying across all traditional and digital media platforms as the National Geographic Channels look to grow viewership and consumer engagement for their award-winning original programming.

The review was led by Courteney Monroe, the CMO at National Geographic Channels, who joined the company late last year after a distinguished run at HBO. As she told Ad Age:

The philosophy I had at HBO and continue to adhere to is marketing should be as fun, entertaining and innovative as the program itself. It’s hard to break through the clutter. In this instance here, I’m not necessarily in a position to outspend competitors. We need to out-swagger and punch over our weight, and create campaigns that have sizzle and breakthrough from a creative and media perspective.

The National Geographic Channels win is the latest in a series for mediahub, which has added LivingSocial, Benjamin Moore, Barnes & Noble/NOOK and iRobot to the agency roster in the past year.

As John Moore, Chief Media Officer at mediahub, noted in the Ad Age story:

We see [this win] as being big for this media organization. Challenger brands are a big part of our secret sauce.

There’s a lot of great things happening at National Geographic Channels with a new programming slate that includes Wicked Tuna, Killing Lincoln with Tony Scott and Ridley Scott, and the new series Are You Tougher than a Boy Scout.

We should be able to do some amazing work together.