Time Warner Cable Taps La Comunidad For Hispanic Campaign

After launching its “Enjoy Better” campaign earlier this year, Time Warner Cable has turned to Miami-based La Comunidad to serve as its agency for reaching multicultural audiences. In targeting Hispanics, the agency will work with Omnicom’s Zimmerman Advertising on direct marketing and production.

La Comunidad is set to launch a campaign during the holiday season, which will dovetail with TWC’s general-market effort.

There has also ample recent activity in the Hispanic market as distributors look to broaden their customer base. Comcast recently debuted a triple-play package that includes 300 minutes a month of calling to Mexico and Latin America. Dish Network is offering a Univision sports network exclusively.

“We realize the immense value in effectively reaching the Hispanic community, and we are making that a top priority," stated TWC CMO Jeffrey A. Hirsch.

The independent La Comunidad has worked with mun2 and VH1 in the TV space and has an Argentina office.

Ogilvy designed the new general-market campaign that La Comunidad will use as a base.

TWC has large operations in New York, Los Angeles and Texas -- all areas with large Hispanic populations. In August, TWC sponsored the Dominican parade in New York.



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