Media Buyer Wins Media Seller, MediaVest Wrests Comcast
The recently formed Comcast Entertainment Group consists of E! Networks and G-4, the technology and computer-gaming enthusiasts channel that has gradually morphed its programming to more broadly appeal to men in the coveted 18-34 demo. E! Networks includes entertainment news and gossip channel E! Entertainment Television, and the fashion- and lifestyle-focused Style Network, the destination for women 18-49.
"The biggest reason MediaVest won the account was because they didn't just talk the buzzwords, they considered each and every challenge that faced each network," says Suzanne Kolb, executive vice president, marketing and communications, E! Networks. "They crafted strategies and ideas that ... were refreshing and understand the new playing field and platforms, without throwing out the old media when it was appropriate."
"These channels thrived in an environment of change because they have loyally served their respective growing audiences with new and exciting content, while capitalizing on franchise favorites," said Laura Desmond, CEO of Starcom MediaVest Group, The Americas, in a prepared statement. "We're thrilled to partner with them and look forward to activating our strategic and creative use of media to work for them."