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Time Warner Cable Splits With Ogilvy After 12 Years

Agency didn't defend in client review which is down to 3 finalists

Ogilvy had been Time Warner Cable's creative agency since 2004.

Time Warner Cable has parted ways with longtime agency Ogilvy & Mather New York, sources tell Adweek.

The nation's second-largest cable communications company quietly kicked off a creative review in the fourth quarter, handled by Ark Advisors, N.Y. Finalists are now down to DDB New York; Leo Burnett, Chicago and Eleven, Inc., San Francisco.

Ogilvy, which has worked with Time Warner since 2004, stopped handling the marketer's business last September, per sources.

The review covers only creative work, not media, which is handled by OMD, or direct, overseen by RAPP.

Media spending by the client was $188.1 million through the first nine months of 2015, according to Kantar Media. For all of 2014, TWC spent $245.5 million.

Execs at Ark Advisors declined to comment, referring calls to the client which has not responded to inquiries. But Ogilvy worldwide chief marketing officer Lauren Crampsie confirmed the split and said "We did not defend the business and wish Time Warner Cable the best of luck with their agency search."

The company's business is on an upswing. On Jan. 28, TWC said it reversed previous video declines by adding 32,000 new video subscribers in 2015, the first full-year increases in nearly 10 years as consumers have increasingly turned to alternative digital options like streaming. In addition, the cable operator also reported a 3.9 percent jump in 2015 revenue, the highest increase in the last five years.

 

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