Initiates Regional Promotional Push at Dallas Shop
DALLAS--Square One here was tapped by Home Box Office to front regional promotional work as part of the New York-based cable television service's newly formalized field marketing program.
The assignment will involve increasing HBO's new subscriber base through strategic alliances with various retailers and packaged-goods companies, according to Square One business development director Rick Raymond. No potential partners have been inked yet, but negotiations are under way, said Raymond.
Sources estimated billings at $3-5 million annually. Work will be centered on television, radio, print and direct mail in conjunction with local cable television systems operators. An initial test market run is scheduled for Tulsa, Okla.
According to sources, Square One was chosen after the client held informal discussions with agencies, including The Maxfield Group in Irving, Texas, and Moroch & Associates in Dallas.
Square One is the first shop chosen to work with HBO's new field marketing and promotion unit, confirmed client director of corporate affairs Henry Gomez.
"We have traditionally worked with [cable operators] in markets for [subscriber] acquisition. That's been going on forever," said Gomez. "Now, we'll be doing more of that and coordinate that better. We'll work with a number of agencies around the country, Square One being one of them."
Home Box Office is currently talking with other undisclosed shops about similar regional promotional arrangements, but has not determined which geographic regions to target, Gomez said.
Gomez said any local market work, including Square One's output, will utilize national image advertising from lead agency BBDO in New York.
Depending on Square One's performance, the Dallas shop could possibly land assignments involving other markets and regions, said Gomez.