NBCU, FX target the upfront crowd with campaigns

The FX cable channel and NBCUniversal are among the networks rolling out business-to-business campaigns in advance of the television-ad negotiations known as the upfronts. FX's efforts include street signs in New York and the tagline "Fearless," while NBCUniversal's campaign, from internal agency All Day Every Day, includes a themed website and print ads employing augmented-reality elements and online video. "[W]e want our clients to know as we go into the upfront, and beyond, ... that we're able to work with them as one seamless portfolio," says John Shea, NBCUniversal's executive vice president and chief marketing officer for integrated media.

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