DirecTV to break new campaign from Deutsch in October

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DirecTV, El Segundo, Calif., is looking to move its brand to the next level when it debuts a new brand campaign from Deutsch, Marina del Rey. Susan Collins, senior VP-marketing for the digital satellite TV provider, said the company is looking to break a campaign by early October. Deutsch won the estimated $70 million account the week of Aug. 14 after nearly a three-month review that narrowed to D'Arcy Masius Benton & Bowles, Los Angeles, and GMO/Hill Holliday, San Francisco. Deutsch won advertising on a project basis earlier this year for DirecTV's "NFL Sunday Ticket,'' estimated at $25 million. Select Resources International, West Hollywood, handled the review. Deutsch will handle some media strategy on the account. MediaVest, Los Angeles, handles media planning; and media buying is conducted by GM MediaWorks, also Los Angeles. Ms. Collins said campaign strategy is in the early stages and no decisions have been made as to whether the new campaign will sync up with the "Sunday Ticket'' advertising now circulating.

Copyright August 2000, Crain Communications Inc.

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