Gemstar-TV Guide International chose Cramer-Krasselt, the nation's third-largest independent advertising agency, as its creative agency of record.
C-K won the account in a competitive search recently conducted by TV Guide. A television, print and online advertising campaign will break late this year. Media billings were not disclosed.
"TV Guide is much more than most people probably realize; it's a cross-platform brand that reaches over 70 million people a week," C-K CEO Peter Krivkovich said in a prepared statement.
"Among the company's signature assets are a robust Web site, a cable-television network, industry-leading interactive program guides, plus a great magazine -- and that's just the beginning,” he added. “TV Guide has such a storied brand and we're thrilled to be involved in helping reinvigorate it for a new, dynamic media landscape."
MindShare will handle media planning and buying for the account.
C-K had billings nearing $800 million in 2006. Several new business wins contributed to a 22% growth rate last year. The agency is headquartered in Chicago, with offices in New York, Milwaukee and Phoenix.