OMD handles the company's nondigital media work for both residential and business class. The added scope is understood to include digital media-buying and -planning, social media, mobile and analytics. OMD referred calls to Time Warner , which declined to comment.
Time Warner Cable spent $629 million on U.S. measured media in 2010, according to the Ad Age DataCenter. One person familiar with the matter estimated that the account's digital aspect represents spending in the $50 million range.
The DataCenter also notes that incumbent Neo@Ogilvy worked on digital media-buying and -planning and strategy for the company and that sibling Ogilvy & Mather handles creative. It's understood that this move does not affect Ogilvy's Time Warner Cable creative business.
OMD has various ties to Time Warner . In August, the agency also won Time Warner 's $800 million Warner Bros. media business without a review. Time Warner Cable spun off from Time Warner in 2009. That same year the cable organization consolidated its in-house and regional media account at OMD.
The most recent change follows the departure of Time Warner Cable Marketing Chief Sam Howe, who was supervising a rebranding effort to position the organization as a technology-services company in the face of waning cable subscriptions. The challenge brought to light the boost in digital-service subscriptions in first-quarter 2011. Ad Age reported that the company added 189,000 high-speed data subscribers and 84,000 digital-phone subscribers but lost 65,000 video subscribers.~~ Contributing: Jeanine Poggi