‘Mad Men’ Cable Net Green Lights Agencies

AMC has awarded media and strategic positioning duties to New York independents TargetCast and Walrus, respectively, after a review, the cable network has confirmed.

TargetCast succeeds independent Haworth Marketing + Media in Minneapolis on the media business. Haworth exited the review in late July.

Walrus will work on both the master brand and specific shows, which include Mad Men, Breaking Bad and The Prisoner.

Previously, various agencies, including The Richards Group in Dallas, handled brand strategy assignments on a project basis.

Future annual media spending is estimated at more than $20 million.

Teams of creative and media shops pitched the accounts, though ultimately the winners came from different teams. Walrus, for example, had partnered with Publicis Groupe’s Optimedia in New York, according to sources.

Sources identified the other media finalist as WPP Group’s MediaCom in New York.

Creative duties were not in play. AMC, which reaches an estimated 95 million homes, plans to continue using creative shops on a project basis, as it has in the past.

Ark Advisors in New York helped manage the search for the New York-based client, a unit of Cablevision’s Rainbow Media Holdings.