HBO on Demand Awards Biz to Berlin Cameron

Berlin Cameron/Red Cell last week won the estimated $7-10 million creative account for HBO on Demand, a new assignment, sources said.

The win followed a review that included three other undisclosed New York shops, sources said.

BBDO in New York is the lead creative and media planning and buying agency for HBO’s corporate-image ads. A representative there said the shop did not participate in the review.

The service is scheduled for a wider U.S. launch later in the spring, accompanied by a print and broadcast campaign, according to sources.

Agency executives referred calls to the client. Executives at HBO did not return calls seeking comment.

HBO on Demand is available to HBO digital subscribers for an additional monthly fee. That fee may vary, depending on the cable com pany that supplies the service, according to the Web site, HBOondemand.com.

Users who have digital-cable service may select from 150 movies and HBO original programs to watch at any time. HBO on Demand enables such customers to pause, rewind or fast-forward HBO programs, movies and specials while viewing them.

AOL Time Warner, HBO’s parent, first made the service available in July of last year in Columbia, S.C., and then in Cincinnati, Cleveland and Adelphia, Ohio, in September. According to HBOondemand.com, it is now also available in Austin, Texas, and New York’s Long Island.

“We are working with all cable operators around the country to make HBO on Demand available soon,” the Web site says.

AOL Time Warner spent about $90 million in media to advertise its HBO properties in 2001, according to CMR.