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The Comcast-Time Warner merger is off but not Comcast's push to reduce the digital divide.
In fact, Comcast has hired SS+K to focus on marketing Internet Essentials, a 4-year-old program that supplies broadband Internet access to low-income families. The New York shop landed the assignment after a pitch against two other undisclosed agencies.
Comcast and SS+K didn't disclosed media spending, but sources estimated its annual value would exceed $20 million. Previously, various Comcast roster shops and its in-house marketing group created ads around the program.
SS+K's work is expected to take the form of traditional and digital ads, social media marketing and events.
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