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Product-focused, transaction-orientated advertising apparently isn’t moving the needle enough for Cablevision’s Optimum brand.
The cable giant is now seeking a broader brand image campaign to distinguish Optimum—which offers digital TV, digital phone service and Internet access—from rivals such as Verizon. The image effort—and not transactional marketing—is the focus of the assignment, according to an initial request for information that Cablevision distributed to interested agencies.
“Given the heavy volume of product and retail messaging, the brand has arguably been diluted, and there is currently a heavy focus on rebranding Optimum, or, as one senior client executive put it, ‘We want to find our voice,’” the RFI states.
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