Montgomery & Co. Creative Goes Country with CMT's 2009 Upfront

Award-winning creative services studio Montgomery & Co. Creative has gone country, completing CMT's 2009 Upfront.

The upfront captured the energy and loyalty that the CMT audience is known for, as well as commanding statistics on their buying power.

Mixing shots of country greats like Tim McGraw alongside the newest generation of country divas like Carrie Underwood and Taylor Swift, CMT sought to strike home the fact that their demographic is far more than the cliche of pickup trucks and twang.

MC worked with CMT's graphic package to keep the brand image cohesive, while also creating graphics for CMT's web page, Billboard charts, and logo pages.

"There was a huge story to tell related to CMT's success in the digital realm... and not a lot of time to tell it," said Leslie Legare, the Senior Director of On and Off-Air Promotions.

"In fact, we ended up cutting the piece in half almost, without losing the essence of our message... a testament to Montgomery's keen sense of the storyline."

The results highlighted CMT's web interactivity, as well as giving a lighter feel to the many statistics that feature CMT viewers' buying power and influence.

With the glamour, celebrities, and of course, music of the many stars of CMT, MC brought home the essence of what it is to go country.