DirecTV Shifts to BBDO, OMD

NEW YORK DirecTV has awarded creative chores on its ad business to Omnicom Group’s BBDO without a review, the client has confirmed. Estimated billings are $160 million.

Interpublic Group’s Deutsch/LA had handled creative. BBDO’s flagship office here will now helm the account.

The media buying and planning incumbent, Publicis Groupe’s MediaVest, has been replaced by Omnicom’s OMD in New York, the client confirmed.

BBDO’s December hire of Eric Silver helped set the stage for the agency moves. Silver, 36, produced award-winning work for FoxSports Net during his tenure with independent Cliff Freeman and Partners in New York. He became close friends with that client’s head of marketing, Neal Tiles. Three weeks ago, Tiles joined DirecTV as an executive vice president.

In a statement, Tiles said, “With the recent addition of executive creative director Eric Silver, I believe BBDO has the creative firepower to help … take us to a new level. Eric and I have had a very successful partnership for the past ten years. I’m excited to continue our relationship within an agency that has a proven track record of building brands.”

Omnicom’s Rapp Collins will continue to develop direct marketing and customer relationship management programs for the client.

John Osborn, president and CEO of BBDO in New York said in a statement, “We couldn’t be more thrilled. We are looking forward to partner with Neal and his team to help reinforce all that DirecTV has to offer and to build the brand into a household icon.” New work on the brand from BBDO is slated for the spring.

El Segundo, Calif.-based DirecTV has 12 million customers. The company is a unit of Hughes Electronic Corp., which is 34 percent owned by News Corp. subsidiary Fox Entertainment.