The Romann Group has parlayed a successful—and now award-winning—campaign for former client Cablevision into a creative assignment from Time Warner Cable. Billings are estimated at $15 million.
The New York shop’s task is twofold: Create a campaign to brand Time Warner’s cable assets and advertising to market its video-on-demand offering. Video on demand gives consumers the ability to order films from home and watch them at their convenience.
Time Warner awarded the business on the strength of The Romann Group’s effort tagged, “Log on once for the rest of your life” for Cablevision’s Optimum Online, which, separately, was recognized last week with a first-place award from the Broadband Marketing Case Study Competition.
The Optimum Online effort em-phasized the ease of connecting to the Internet via a cable line, showing a boy installing an adapter within minutes. “What impressed me was [the] identification of the concept that consumers are looking to solve the problem of technology,” said Brian Kelly, svp of marketing at Time Warner in Stamford, Conn.
The shop’s first work is due early next year—an integrated effort consisting of TV, radio, print and Web ads, as well as direct mail, said agency principal Gad Romann. Reflecting on the ad challenge, as Time Warner competes with the likes of Direct TV, Romann said, “Cable has to take a much more dominant position.” He added, “Cable has to take the high ground. It has to be totally repositioned.”
Time Warner Picks Project Shop
