RTC Picks Up Road Runner Account


BOSTON RTC Relationship Marketing has secured direct marketing chores for Road Runner High Speed Online, a unit of Time Warner Cable.

The Washington-based shop, a unit of WPP Group, acquired the account following a review of undisclosed agencies. RTC will handle strategic planning and creative execution on a campaign to increase Road Runner's residential customer base, in addition to customer retention efforts, according to Road Runner vice president of marketing Lauren LoFrisco.

Previously, Road Runner handled direct marketing through MHI Communications in Washington. That agency is working with the client on some research and planning efforts.

Work for the Herndon, Va.-based client will include TV ads, direct mail and research. RTC may also work with other agencies within the WPP network, the shop said. Annual billings were not disclosed.

"With the full portfolio of services at the agency, we'll be able to work across the acquisition and retention efforts and tap into a broad range of services," said Becky Chidester, president and chief executive officer of RTC.

In the past, RTC has worked with telecommunications clients such as XO Communications and U.S. West.

Road Runner has worked on brand advertising with SS&K in New York for the past five years. The online company spent $19 million on advertising in 2002, per Nielsen Monitor-Plus.