News service CNN has awarded its £20 million international account to WCRS, the same network that has handled its European website business since August.

This is the first time CNN’s branding strategy has been conducted on an international scale, previous efforts being confined to regional markets.

In addition to its extant European responsibilities, WCRS takes up duties in Africa, the Middle East, Latin America and Asia. However, WCRS’ work will be independently adapted in the Asia-Pacific region by Euro RSCG and by local shops in Latin American. USA duties are excluded from the account.

The agency plans to portray CNN as a cross-platform provider of breaking news, using the tagline ‘Be the first to know’.

News Source: CampaignLive (UK)