CHALLENGE: Stephen J. Cannell had enormous success as a TV producer, and was transitioning to writing mystery novels. Cannell’s “Shane Scully” mystery novels needed to be promoted in a competitive market that was saturated with content.
INSIGHTS: Cannell’s TV audience was mostly young and adult males. However, the mystery novel audience demographic is primarily females 30-60. Cannell needed to be re-branded for this new audience.