2018 Upfront Presentation

When Discovery acquired Scripps, Big Fish was asked to create a powerful brand narrative highlighting the benefits of the two companies uniting forces.

Discovery’s mission to inspire, inform, and influence through real life entertainment was underscored in the messaging along with the company’s ability to motivate consumers at scale while enhancing their lives.

David Zaslav at Alice Tully Hall


Big Fish conducted a series of one-on-one executive interviews at both media companies and synthesized the findings to arrive at the theme “Advertising Works Here.” A messaging workshop followed with key stakeholders revealing a storytelling structure. Finally, research was gathered to support the claim and scripts were written and refined.


The on-screen presentation was sculpted with beautiful images and bold headlines. Research was handled in a clean, clear way and kept to a minimum so the audience could be drawn into the story and taken on a journey from delicious food and dream homes to far-flung destinations and breathtaking wildlife.


“I can’t thank you enough for how important you were to our script writing process and overall positioning and messaging. And personally, you gave me the framework, and some beautiful words and flow, for my opening remarks. I was very happy with the way we kicked off the presentation, and it would not have been as effective without your guidance.”

Jon Steinlauf
Chief US Advertising Officer