Al Jazeera

Brown Lloyd James handled the international launch of Al Jazeera English. Arguably one of the world's most well-known and controversial brands, Brown Lloyd James was able to anticipate opposition and identify support, target messages by market and deliver a nearly flawless launch that resulted in an initial carriage footprint of 88 million homes...48 million more than targeted. And this was done without a penny of advertising spent. We deployed a team of high-level media relations professionals from our London, New York and Doha offices who monitored the news in 24-hour cycles, responded instantly to inaccurate news or negative commentary and recruited the channel's most natural constituency - the media - to carry the cause across the world. BLJ remains Al Jazeera's exclusive Agency of Record and we have recently been tasked with developing the Network's first global advertising campaign.