DiMassimo Wins Comcast Creative Project

NEW YORK Comcast has awarded a third-quarter creative assignment to DiMassimo Brand Advertising, the client confirmed.

“This is not a long-term assignment. Our lead agency is Red Tettemer,” in Philadelphia, said John Young, senior director of advertising and marketing communications, at the Philadelphia-based client.

“These quarterly campaigns are done on an ad-hoc basis. We’ve partnered with various agencies. It’s been a mixed bag over the years. We picked DiMassimo for their solid direct-response capabilities and the chemistry we had with them,” he said.

He declined to name the other agency contenders or to disclose spending for the assignment.

Media duties for the effort will be handled in-house.

Comcast spent $45 million in media last year, according to TNS Media Intelligence/CMR.

Fourth quarter advertising for Comcast has not yet been assigned, Young said.

The third-quarter project involves the company’s digital cable and high-speed Internet offerings and will include TV, print, radio and direct mail, Young said.

DiMassimo is based in New York. Its client roster includes Crunch Fitness, Plaza Hotels, Instinet, TCI College and AMS insurance services.