Welcome to another episode of Checking In, a Market Share feature in which we survey local TV marketing and creative services directors. Today, we check in with Phil Wrobel, who’s been the creative services director for the E. W. Scripps stations in Detroit, WXYZ, the ABC affiliate and WMTD, an independent station, for going on 7 years.
Welcome to another episode of Checking In, a Market Share feature in which we survey local TV marketing and creative services directors to find out who they are, their challenges, their successes and their visions for the future.
Today, we check in with Phil Wrobel, who’s been the creative services director for the E. W. Scripps stations in Detroit, WXYZ, the ABC affiliate and WMTD, an independent station, for going on 7 years.
Over the past year, Wrobel points to an on-going anchor campaign as one he’s proud of.
The campaign features the anchors unscripted, talking about “the importance of being out in the community, reporting off the desk,” Wrobel says.
Wrobel says the news department is committed to going into the community, anchors out reporting, which is “difficult to commit to on a consistent basis,” Wrobel says.
In the campaign, Wrobel’s staff takes the anchors to the scene of their stories “to have them honestly and authentically articulate why it was important for them to do it,” he says.
Wrobel found the people who were featured in the stories to do a testimonial around what it was like, he says.
The idea came from Katie Chupailo, his senior producer.
“She sparked the idea and we as a team ran with it and everybody touched it,” Wrobel says. “The end result was hopefully a good representation of the content, and connected people to our talent.”
Here’s a Back to School morning news image promo for WXYZ:
CLICK HERE to see a few more promos from the anchor campaign in an April, 2022 Market Share column title, WXYZ’s New Anchor Promos Are ‘From The Heart’.
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