CNN International (CNNi) wanted to herald its expanded investment in worldwide coverage with a refreshed identity package.

And, for the first time since 2001, change its tagline.

They asked Tooth+Nail to develop a tag that spoke to a diverse, transparent, and evolving network. “Our viewers go beyond borders every day, seeking out intelligent newsgathering on multiple platforms … we needed a tagline to speak directly to their aspirations.”

solution

T+N explored a broad spectrum of concepts. Then we presented ideas in our trademark  visioning workshop. With stakeholders from all over the globe, online and on speaker phone, Tooth+Nail guided CNN management in selecting and honing the winner.

As CNN says, “Go Beyond Borders” is an articulation of CNN International’s shared values and commitment to delivering intelligent news in a connected world.

Turns out the tagline is not only  a marketing message, but also a content filter. Every day CNNI’s news coverage promises to go beyond the expected.

Writing is the foundation of great creativity and effective marketing.
To do it well requires our hearts, minds, and a good pair of scissors.

This workshop gives your team the tools to sharpen their writing skills.
We take you through each major step of promo writing: from generating ideas and filling up the blank page to axing clichés and delivering killer copy. Each section is loaded with examples, activities, tips and exercises.

• STREAM YOUR IDEAS

• FRESH WRITING

• ACTIVATE

• REDUCE

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That’s why we created Idea Sparks.

Brilliant ideas come from the most unlikely places. So, when money and creative mojo may be in short supply, Idea Sparks helps you cultivate your team’s inner brilliance.

Based on our popular workshop series and built on 20 + years of award-winning expertise, Idea Sparks is an easy, budget-friendly way to jump start your creative juices.

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Idea Sparks DIY

Inspire your team and generate a boatload of concepts without hauling anchor.

Each kit comes with a facilitator guide, inspiring activities, and props. A full year of idea starters, one for every month of the year.

A few subscriptions are still available for the 2009 DIY series. Click here to find out more.

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Idea Sparks in a Flash

Send us your assignment and in one week we’ll guarantee you a fistful of 15 distinctly different ideas, from sure-fire safe to outrageously original, that you can pick and choose from. No judgements, no embarrassing phone calls. Just take these raw ideas and run.

Click here to find out more.