Tribune’s Creative Services to be Overhauled; KWGN’s “Deuce” Branding to be Phased Out?

The Chicago Tribune writes about the overhaul of Tribune Broadcasting’s Creative Services department. You have to read between the lines, but it sounds like most, if not all, Tribune-owned television stations, including KWGN, will be rebranded by the end of the year.

The first phase includes restructuring the creative service functions at its television stations and appointing two regional vice presidents for innovation and imagination. John Zeigler, formerly director/creative services for WPIX-TV in New York, will lead the eastern region; Carrie King, previously director/creative services for WGN America, will lead the central region.

Here’s where it gets interesting:

They’re charged with driving a look, feel and sound reflecting the highest levels of creative reinvention both on the air and on the street, inspiring and motivating stations to take risks and execute in 21st Century terms.

While it was pretty much a given that “The Deuce” branding would be phased out after new GM Peter Maroney expressed distaste for it in an interview with Westword earlier this spring, the restructuring of Tribune Broadcasting’s Creative Services brings the anticipated rebranding of KWGN closer to reality.


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