Media choice: National Geographic - Michael McComb, Director of planning, TBWA\Hong Kong
Of all the media brands, National Geographic has perhaps the most deeply passionate, involved and loyal audience. The 116-year-old brand successfully moved from a stodgy academic journal into a glossy 'keepsake' publication and then into television in the '60s. The theme music alone has taken on mythical proportions akin to a national anthem. The TV specials led to a 24-hour cable channel which was launched in Asia in 1998. Its current expedition sponsorships provide scientific credibility while its brand management ensures content relevance and entertainment value to a committed as well as growing audience.
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