Scripps Networks Interactive continues to impress us every year with its innovative approach to ad sales, always pushing the envelope just enough to garner better results but not so much to jump the shark. It’s a fine balance, and one that Scripps has perfected to a tee. Whether it’s brand integration that works seamlessly or traditional campaigns that capture the essence of Scripps’ audiences and brands, this company never disappoints. Maybe it’s that fresh, Knoxville air that clears minds and spurs creativity? Take HGTV and DIY Network, which struck a partnership with Wayfair to take its burgeoning home items e-commerce business to the next level, creating 10-second “HomeBits” spots with a unique format: The first 5 seconds is editorial content controlled by HGTV, with the last 5 seconds including the sponsor-approved “brought to you by Wayfair” tag. Awareness is up 37%. And then there’s Food Network, whose Guy’s Grocery Games based an entire show around the Eggo waffle as part of a brand integration with Kellogg’s. Of course, the deal also included tagged tune-ins, custom recipe creation for brand extension and social media and digital e-blast campaigns that resulted in nearly 11 million estimated impressions between October and December 2013. Those examples aren’t rare. Scripps’ Ad Sales & Marketing teams think “outside the box” every day. And it shows.

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