• by February 11, 2004

SHIFTING ALLEGIANCES AT DISNEY-ING SPEED - Starcom MediaVest Group was either incredibly prescient, or may have made the wrong play by pulling out of this week's final stretch for America Online's media account. SMG took the bow ostensibly because it would bring it into a direct conflict with a bigger media client, Walt Disney Co., which soon may be part of an even bigger media company. "It's kind of a funny coincidence," an SMG insider tells the Riff. Funny maybe, but nerve-wracking considering what's at stake should Comcast acquire Disney and decide to shake its agency roster up a bit. But the SMG source is quick to note, "We have relationships with Comcast." Asked specifically what those relationships might be, the SMG-er said, "We buy a lot of media from them." Note to future Comcast/Disney media agency account review contenders: Start buying media from Comcast now.

NAME GAME - The Riff thinks Roy Disney should be careful what he wishes for. He may get to see Michael Eisner deposed after all, but may lose the Magic Kingdom in the process. In fact, it was the very pressure Roy has put on the Disney board that has hobbled investor confidence enough to actually make Comcast's hostile bid possible. Or could it be that Roy has been whispering in Brian Roberts' ear, and already has some kind of deal cooking with Comcast's chief. But what the Riff really wants to know is, when all is said and done, what the name of a merged Comcast Corp. and Walt Disney Co. be? If recent history is any indication, it will be "Comcast Disney." That's the convention adopted in the most recent mega media mergers, including NBC Universal and AOL Time Warner. Of course, Time Warner ultimately dropped the AOL prefix when its market value and strategic role within the organization tumbled. But the corporate branding of the world's next most-powerful-media-conglomerate may be a bit more problematic. In other recent media mergers, the value of brand equity wasn't nearly so clear cut as the coupling of Comcast and Disney. Not only is the Disney name one of the most resonant in media circles, it is also one of the most powerful consumer brands of any kind. In the end, the real question will be, which brand is more powerful with shareholders and the investment community. Right now, that arguably is Comcast, not Disney. But the Riff has some solutions in mind. How about some compound brand naming? Assuming Comcast does indeed get top billing, the new company might well be called Comdisney. But that doesn't exactly roll off the tongue. So, it's settled, DisneyCast will be the new name of the combined entity and you heard it here first.

OF PROXIMITIES AND PROXIES - As Comcast prepares for what will likely evolve into a proxy war to acquire Walt Disney Co., proximities also are looming large in the deal. On the day the deal was announced - today - Comcast chief Brian Roberts was expected to be heading down to Florida to prepare for his keynote at Thursday's session of the American Association of Advertising Agencies Media Conference in Orlando. Disney's management, meanwhile, are scheduled to meet today with investors and analysts at a conference in the Sunshine State. Comcast executives also won't have to travel far to attend the Disney annual shareholders' meeting, which will be held on Comcast's own turf: Philadelphia.