Press
Featured project
26th Annual Screen Actors Guild Awards
To further position the SAG Awards as one of the most highly regarded events in the entertainment industry and drive tune-in on TBS/TNT, Rogers & Cowan PMK executed a strategic earned media campaign and were behind the scenes of the infamous Brad Pitt and Jennifer Aniston reunion. The goal was to increase viewership among SAG’s target demographic of 18-49. To capture this demographic, Rogers & Cowan PMK pitched exclusive editorial features promoting tune-in to influential media outlets. The leadup to the awards ceremony, Rogers & Cowan PMK built momentum by securing top-tier media coverage for the pre-events including Nominations Press Conference, Statue PThe ing, Cocktails with SAG Awards Preview, Post-Awards Gala Preview and livestream Pre-Show. Backstage at the 26th Annual Screen Actors Guild Awards, Rogers & Cowan PMK was tasked with managing press, escorting talent, and reuniting SAG Award winners Brad Pitt and Jennifer Aniston for their first public photo in over a decade. The on-site PR team proactively positioned the house photographer to capture the photo guerilla-style. Rogers & Cowan PMK worked with the backstage press to push it out immediately making the image a worldwide viral moment of the year. Across TV, digital and print news platforms — as well as social media — the reunion pic scored $20 million in equivalent brand value, according to Apex Marketing Group. Credits Agency: Rogers & Cowan PMK
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