The Time Warner cable TV network is preparing
Publicis, part of Publicis Groupe, will direct brand-messaging duties, which will include a new tagline; the current line is "That's why they call it Superstation." Independent Cliff Freeman will help promote new shows, which include the syndicated debut of the HBO hit Sex and the City and the CBS comedy Everybody Loves Raymond.
The brand-messaging assignment is a new account, and a spokesman said a variety of agencies had worked on programming promotions, including independent Blue Sky, Atlanta.
The station spent $23.6 million in measured media in 2002 and $15 million between January and August 2003, according to TNS Media Intelligence/CMR. Executives close to the negotiations said the company would spend between $15 million and $20 million on the campaign.