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By Published on .

Jordan, McGrath, Case & Taylor's win last week of two new Tele-Communications Inc. assignments intensified the agency's transformation from a package-goods specialist to a shop with growing expertise in communications accounts.

TCI awarded the New York agency a corporate branding assignment and responsibility for marketing its digital cable TV service. Spending on the latter could ultimately exceed $50 million.


TCI will have to spend heavily to be heard. In the area of TV delivery, it will be competing with direct satellite systems such as Primestar and USSB, collectively spending more than $100 million on advertising this year, and with other players such as regional phone companies.

"AS TCI moves quickly to introduce a host of new products and services, we sought an advertising partner with a successful track record for understanding what's important to consumers and for building strong brands," said Camille Jayne, senior VP-digital TV for TCI.

Jordan McGrath's clients include Procter & Gamble Co., Quaker Oats Co. and Nestle USA. In the past year, it has added three technology-driven clients: MobileComm, a paging service; Juno Online Services; and TCI.

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