The digital marketing and commerce division of Cablevision Systems has retained TBWAChiatDay in New York to spearhead the creative direction of several new TV and online commerce offerings slated
for next year.
"We believe our strategic and creative ideas will drive new behavior and new revenue opportunities for cable television, high-speed data and the industry's related
digital products," said Corey Mitchell, president, TBWAChiatDay New York.
Together with Cablevision's network ad storage service, the expected account billings reportedly top $20 million.
"[TBWAChiatDay's] New York office promises an innovative approach to marketing our own advertising products to consumers that will complement Cablevision's Optimum brands and attract a greater share
of national advertising dollars," said Patricia Gottesman, Cablevision's executive vice president of digital marketing and commerce.
Cablevision's digital marketing and commerce group was
established earlier this year with both consumer-oriented and business-to-business advertising in mind. It works closely with the Rainbow Advertising Sales Corporation on interactive ad strategies.
The unit has already borne fruit--it recently helped produce interactive shopping services Optimum Autos and Optimum Homes, which offer cars and residential properties to Cablevision's digital cable
customers.
Cablevision has recently placed more emphasis on advertising sales. It already draws some $250 million a year from advertising sales--or 6%--of its total revenues.
TBWA/Chiat/Day
has been on a roll lately. Earlier this month it was awarded creative duties on Procter & Gamble's PUR water filtration brand. Saatchi & Saatchi previously handled creative chores on the $30 million
advertising account. Also, in May, Pioneer moved its $50 million global creative and media account from RPA to TBWA. Other agency clients include Embassy Suites, Mars, and Samsonite.