Background: As Conan entered his 25th year as a late night television host, we expanded his footprint into a multi-faceted brand that included travel specials, top ranking podcasts, retail offerings, pop-up comedy clubs, comedy tours, a fan membership club, and a new late-night show format.

Strategy: Devise a singular and cohesive campaign to relaunch Conan’s new half hour show on tbs and establish the Team Coco brand with his fans. We partnered with Pantone to codify an official color: Team Coco Orange (158c), which was then used across the entirety of the campaign, from custom content to OOH & digital media, consumer activations to experiential stunts brand partnerships to retail offerings.

Responsibilities: I crafted the concept of codifying a color for Conan as the focal point of the campaign, brokered an agreement with Pantone, oversaw numerous agencies, developed media plans to promote the stunt, collaborated on custom content and messaging with internal creative teams, did outreach & management of other brand partners (Funko, Gamestop, CultureFly, Den of Geek), and project managed the overall execution of the entire campaign.

Results: This campaign won numerous awards in 2019, including a Promax Gold award for 360 Integrated Campaign. Since the successful launch of Team Coco, our key podcast Conan O’Brien Needs a Friend has rooted itself as a top 50 podcast globally.