NEW YORK—After a competitive review, Scripps Networks Interactive has selected Rogers & Cowan as agency of record for Cooking Channel, which launches with a lineup of shows including Cook Like an Iron Chef hosted by Michael Symon and FoodCrafters with Aida Mollenkamp on May 31. The network will also feature original programs later in the year from Rachael Ray, Bobby Flay and Emeril Lagasse.
Rogers & Cowan will create and implement a fully-integrated media relations and promotional marketing campaign to build Cooking Channel's unique brand identity as the premier destination for discussing food on a whole new level.
According to Cooking Channel's general manager Michael Smith: "Throughout our selection process, Rogers & Cowan demonstrated the deep category knowledge, disciplined strategic approach, and rich array of key industry relationships, necessary to take messaging our programming offerings to the next level."
The firm will be tasked with launching and maintaining a comprehensive media relations campaign to build awareness and drive viewership for Cooking Channel and a new generation of culinary talent from around the world. The agency will also be responsible for facilitating third-party promotions for Cooking Channel through the development of national and regional partnerships.
Senior vice president Maggie Gallant will oversee PR strategy for Cooking Channel and executive vice president Tara Walls will manage the promotional marketing program.