Independent shop Mother , New York, has been hired by Cablevision to relaunch the company's Optimum brand after a review, Ad Age has learned.
Mother will be responsible for a brand campaign that will try to improve the image for Optimum's internet, digital-phone and TV services and earn the brand some traction in the face of competitors such as Verizon.
When the new work breaks this summer, it will be the first major campaign for the Optimum brand since 2005. Cablevision works with nearly a dozen shops for PR, multicultural and other duties. Media duties are handled in-house, however.
Roster shop Gardner Nelson & Partners, which is also in New York, had been handling acquisition and product-focused spots for Optimum in the absence of a major branding effort. The agency participated in the review for the business and, despite not being chosen to handle the business, will be kept on for other projects. Gardner Nelson didn't immediately respond to a request for comment.
The pitch for the Optimum rebrand began a few months ago, and included a number of midsize shops, such as MDC Partners' Vitro -- which is said to have pulled out due to a conflict -- and New York-based Amalgamated.
It's a sizable assignment. According to Kantar, Cablevision Systems spent nearly $110 million on U.S. measured media in 2011, and the bulk of it was devoted to the Optimum brand.
"We look forward to working with Mother on further enhancing the Optimum brand," a Cablevision spokesman said in a statement to Ad Age . "We appreciate the participation of all of the firms who participated in our search and will have more to say in the coming months."