By Matt Surman
NEW YORK–The Northway Group in Dallas and RBT/Strum of Cherry Hill, N.J., are waiting to see which one will benefit from a consolidation of retail advertising duties planned by Primestar, the satellite television company.
RBT/Strum has been selected by Primestar to handle a promotional project that could lead to the marketer’s retail ad business as well, the company said last week.
The shop defeated Tierney & Partners and The Weightman Group, both in Philadelphia, and McAdams, Richmond & Ong of Bala Cynwyd, Pa., for the assignment, according to Mark Dunn, director of advertising and promotions at the Bala Cynwyd-based client.
RBT/Strum will launch a newspaper, radio and point-of-purchase promotion in September and October, pushing a reduced installation price, programming packages and a new remote control. Primestar will spend a total of $20 million on the promotion, which will include image ads from agency of record Adler Boschetto Peebles & Partners, New York, Dunn said.
The Northway Group currently handles retail advertising for Primestar services sold through Radio Shack. The agency will handle a smaller project for the client in the fourth quarter.
Primestar will consolidate its retail ads into one account and will choose either RBT/Strum or Northway to handle the business based upon how each performs its respective assignment, Dunn said.
That agency selection will be made by October. ‘We’ll be making a decision between (RBT/Strum and Northway) following the assignment,’ he said.
ABP&P’s role will not be affected by the decision. ‘We’ll have two distinct agencies: one for branding, one for retail,’ Dunn explained.
Primestar is a joint venture of Time Warner Cable, TeleCommuni-cations Inc., Cox Cable Communications, Comcast Cable Corp. and Continental Cablevision.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity