$100 Mil. Comcast Goes to MediaVest

NEW YORK Comcast confirmed it has hired Publicis Groupe’s MediaVest to handle its corporate media planning and buying account.

The agency here competed against Omnicom Group’s PHD, Aegis Group’s Carat and the incumbent, independent Star Group, in the final round of a review.

Comcast, the largest cable system operator in the U.S., confirmed in December that it had launched a review via consultancy Pile and Co. in Boston to consolidate its corporate media planning and buying. Estimated spending is slightly more than $100 million, per sources.

Comcast spent about $280 million in measured media in both 2004 and 2005, per Nielsen Monitor-Plus. Ad dollars spent at the local and regional levels are not part of the review.

The media assignment follows by almost a year Comcast’s decision to make Omnicom’s Goodby, Silverstein & Partners in San Francisco its lead creative agency for Comcast Cable, video and high-speed Internet products following a review. That work touts the client’s products and services as “Comcastic.”