Cablevision’s Rainbow Lands at IPG

NEW YORK A team of Interpublic Group agencies has been selected to handle advertising and marketing services backing the launch of Rainbow DBS, Cablevision Systems Corp.’s foray into satellite television, the client confirmed.

IPG’s Lowe in New York is expected to take the lead on the account. The budget, which includes advertising, media buying, direct marketing, public relations, corporate identity and digital marketing, is estimated at $100 million. A client representative, however, said spending has not been determined.

Lowe worldwide chief executive Jerry Judge said he was “very pleased” with the win but declined further comment.

The IPG team, which also included Initiative, Draft, Weber Shandwick, Jack Morton, Futurebrand and R/GA, defeated teams from Omnicom Group and WPP Group that were anchored by TBWA\Chiat\Day in New York and J. Walter Thompson in New York, respectively, said sources.

Agency presentations took place in March and the IPG team re-presented its strategic ideas to top brass at Cablevision last week, said sources.

The WPP team was rounded out by MindShare, Wunderman, Robinson Lerer & Montgomery, Landor Associates and digital@jwt, and the Omnicom team by OMD, Direct Partners, Brodeur, Wolff Olins and Organic, sources said.

This story updates a previously posted item