THREE TOP EXECUTIVES LEAVE TIME WARNER CABLE
President, COO and CMO Are out in Corporate Restructuring
Mr. Howe has been at the company since August 2003, when he took over marketing of the company’s digital phone services, launched in May of that year. He has a background both in cable network ad sales and MSO operations.
Unify consumer campaign
Time Warner, like most other cable MSOs (multiple system operators), has over the last five years diversified its services, offering broadband and telephony services along with traditional video delivery. These services were largely developed autonomously and not necessarily marketed in concert with each other. Mr. Howe’s job will be to create a unified consumer marketing campaign for all the company's divisions.
Mr. Howe will also form a marketing council composed of Time Warner’s regional marketing heads. The company hopes to create a consistent marketing message among its regions in order to compete with the national and regional competition -- primarily the phone companies.
Time Warner rejiggered its senior management in January when Chief Marketing Officer Chuck Ellis left two years into his post to “focus on personal passions.” While at the company, Mr. Ellis conducted an agency review that included Interpublic Group of Cos.' Deutsch and Publicis Groupe's Fallon and Leo Burnett USA. Mr. Ellis named WPP Group's Ogilvy & Mather, New York, as the winner of its $65 million advertising account. The cable giant also works with independent agency Shepardson, Stern & Kaminsky, New York, on strategic assignments. The company said there would be no changes to its agency of record.
In January President Tom Baxter also resigned and John Billock, vice chairman and chief operating officer, retired. Time Warner is still searching for a single replacement to take over the roles Mr. Baxter and Mr. Billock served.