Who is your client? What are its media goals?
Tim Schramm: Milk-Bone, the dog snack maker owned by Del Monte, celebrated its 100th anniversary this year with a campaign aimed at reigniting the brand with consumers through a series of initiatives celebrating “Milk-Bone Moments” between pet lovers and their dogs. So we were always on the lookout for opportunities to deliver that message.
What made The Washington Post a good hit for Milk-Bone? How did you pitch the editors there?
Schramm: The ...