When Warner Bros. and Discovery joined forces in 2022, it was the biggest merger in media history. Big Fish was brought in to tell the story to advertisers at the Upfront at Madison Square Garden. We worked closely with executives at the newly formed company to express the power of the epic stories, championship sports, real time news coverage and timeless kids fare, unmatched data capabilities, advanced advertising tools and shared sponsorship synergies that promised to set the standard for what’s possible to drive positive business outcomes for advertiser brands. We quickly arrived at a messaging strategy, scripted executive speeches and wrote a trade ad campaign highlighted by an inclusive and inspiring theme,”Our Story Starts With You,”that was embraced by the advertising community and lauded in the trade press. At the end of the 90-minute star studded gala advertisers could feel that the merger was the beginning of a new chapter they would be writing together.