The rise of viewing across TV and digital created a massive challenge for the media industry because measurement was siloed and there was no way to solve for TV, mobile, desktop and other viewing overlaps. comScore launched Xmedia™ the first-ever syndicated product to break the silos and combine TV and digital audience metrics. Our objective was awareness of Xmedia and the challenges it solved.
I led the design, writing, creative direction and production of the Xmedia brand and integrated “Solve for X” campaign including a video, booklet, advertisements, webpage and events. The result was high recognition of Xmedia and repositioning of comScore as a cross-platform leader.