All-Texas Shootout For Prevue




Focus, Richards, Gleason, GSD&M Compete for Cable TV Guide
DALLAS–Four contenders surfaced last week in an ongoing review for the advertising account of Prevue Networks of Tulsa, Okla.
Competing are incumbent The Focus Agency, The Richards Group and Gleason Calise Associates, all in Dallas, and GSD&M of Austin, Texas.
Paul McCarthy, vice president of marketing for Prevue Networks, confirmed the contenders. He said he will hear the last agency presentation this week and select a winner later this month.
Billings for the account are estimated at $3-5 million. McCarthy launched the review in late April–a month after joining the company from the now-defunct Sega Channel, where he had been vice president of affiliate sales and marketing.
Mark Miller, chief executive officer and president of The Focus Agency, told Adweek last month his shop did not plan to defend the account. “There’s no animosity or anything. We just felt that we did great work, gave them great value and hit all their numbers . . . I don’t know what we could do differently,” Miller said at the time. Focus’ position has apparently changed in recent weeks; the shop was still in contention as of last Tuesday, according to McCarthy. Miller could not be reached at press time.
Since landing the account last December, Focus has created three television spots as well as collateral materials for the client. Prevue operates a cable channel with on-screen program listings and previews of upcoming shows, along with news and weather information.
The winning agency may also be asked to promote Prevue Online, a Web site that breaks down TV program listings by ZIP codes.
Focus’ work for the client used the tagline, “See what the ruckus is about.”
Richards brings category experience to the review. The agency picked up creative duties last October for Encore Media Group, which operates the Starz!, Encore and Movieplex cable television and satellite networks.
GSD&M and Gleason Calise do not have clients in the category, though the former was one of two finalists in a recent review for cable television music channel VH1. That account was awarded to Rubin Postaer and Associates of Santa Monica, Calif., in April.