Comcast Ad Sales said Monday it had retained the services of three consultants who will help it build a marketing structure to compete better in the $25 billion spot TV marketplace. The companies are
Ketchum, Lippincott Mercer and Tucker Hampel Stefanides & Partners. Lippincott Mercer has been hired to devise a brand identity for the unified advertising sales organization. Tucker Hampel Stefanides
& Partners will create a communications strategy that will include an advertising campaign designed to promote the media brand and create awareness about the benefits of cable advertising. Ketchum,
which also supports Comcast Cable Communications, will set up a public relations' infrastructure for communicating Comcast Ad Sales' message. "With the size and scope of our organization, we felt it
was important that we lead the industry by creating a first-class marketing structure that will allow us to effectively communicate the benefits of cable advertising and the steps Comcast is taking to
fulfill the promise of cable," said Vicki Lins, VP/marketing and communications at Comcast Ad Sales.