Comcast Confirms Goodby’s Selection

LOS ANGELES Comcast today confirmed the selection of Omnicom Group’s Goodby, Silverstein & Partners as its creative agency for cable, video and high-speed Internet products.

The first Comcast work from the San Francisco shop will debut in the third quarter, the client said. Sources estimated billings at $50 million.

“Comcast is changing the way people are entertained and informed, and we’re very excited to work with Goodby, Silverstein & Partners to develop innovative and exciting new campaigns that communicate the value of our services,” said Marvin O. Davis, svp of marketing, in a statement.

Davis added that the San Francisco-based agency “combines a smart, strategic approach with high quality creative work, which will be a great asset as we continue to bring customers new ways to connect to what’s important in their lives.”

Goodby’s selection following a review had been expected [Adweek Online, April 21].

Comcast launched the search in October 2004.

The appointment of former Verizon Wireless executive Davis in February delayed the decision, sources said.

The Philadelphia-based client said independent The Richard Group in Dallas would continue to handle ads for Comcast’s telephone service. Richards was a finalist in the review, along with Interpublic Group’s Deutsch/LA in Marina del Rey, Calif.

The incumbent on the business shifting to Goodby, independent Red Tettemer in Philadelphia, did not defend.

Comcast spent $200 million on ads in 2004, per Nielsen Monitor-Plus. Much of its efforts comprise local assignments that Goodby will not handle, sources said.