Road Runner to BBH

Bartle Bogle Hegarty has landed national corporate-image duties for Road Runner, a division of Time Warner Cable that provides Internet access via cable lines. Spending is estimated at $15 million.

Road Runner hired the New York shop following a review that began with 12 agencies and came down to BBH and two other undisclosed shops, sources said. The assignment includes creative and media; Road Runner also uses other shops on a regional basis. Incumbent Shepardson Stern + Kaminsky, here, will continue to work with Road Runner on a project basis.

BBH’s first work—a TV campaign—is expected to break in April. The shop is in the early stages of creative development and will present concepts to client executives in a few weeks, said executive creative director Kevin McKeon. “It’s not about the features,” said McKeon of the strategy. “It’s about what those features will mean to people. We’re going to create an emotional space for them.”

Road Runner, which also provides programming through networks owned by Time Warner Cable, has more than 2 million customers in 25 U.S. states and Canada.

The agency pitch team included McKeon, president Cindy Gallop, media director Barry Lowenthal and group planning director Paul Matheson. “We were very impressed by their enthusiasm,” said Ali Rosenfeld, client manager, mar keting and brand development, noting the team was quick to grasp the category.

The New York shop now claims more than $200 million in billings from clients such as Levi’s, Lipton and Johnnie Walker.