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The Gannett Co., Inc., parent of USA TODAY and more than 140 local media brands throughout the country, looked to Coyne to help launch its new business unit and to remake the perception of USA TODAY Sports as an aging, print-driven business into one that recognizes the brand as one of the top digital sports companies in North America. We worked with the Sports Media Group’s executive leadership team on a daily basis to strategize against initiatives and maximize its industry communications efforts, specifically as a way of reaching advertisers and their agency media buyers.