Riddle me this. If you schedule a presentation and no media buyers show up… did you do an upfront?

 

Cable networks avoid that unfortunate possibility one way: premiums.

 

Thus begins an annual race to find the sexiest gadget, hottest tech, newest trend, whatever’s getting attention that season. Raffle it, contest it, give it at the door; whatever it takes to put asses in seats.

 

Or do something that actually speaks to your network. That showcases your product. That elevates your profile and grows your brand.

 

To salute its fifteenth anniversary, Industrial Creative proposed that FX celebrate its transition from rerun network to “the HBO of basic cable” by publishing a coffee table book, showcasing key art and still frames from the advertising that promoted its original series in print and on-air.

 

We knew the power of the assets hadn’t dimmed and persuaded the network to give us access. Then we conceived, designed, wrote, printed and produced the publication.

 

It was ultimately the season’s must-have premium… a one-of-its-kind incentive for ad sales, and a gift used by the network to elevate its profile with talent, representation and colleagues throughout the creative community.