RS&E Gets Regional Comcast Assignment

LOS ANGELES Following its merger earlier this year with AT&T Broadband, Comcast Cable has hired Runyon Saltzman & Einhorn to handle advertising for three of its California markets, the agency said.

RS&E, which previously handled creative for AT&T Broadband, will now be responsible for Comcast’s creative and media in the Sacramento, Stockton and Fresno markets. The expanded contract was awarded to the shop without a review, said Norma Rivera, management supervisor at the Sacramento agency.

Billings for the regional account were undisclosed. Comcast Cable spent $30 million on ads overall last year, according to CMR.

Advertising will support Comcast’s entire product line, currently led by its digital cable and high-speed Internet broadband services.

RS&E has worked with local cable companies for more than 15 years, Rivera said.