New Campaign to Be Readied by Third Quarter

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NEW YORK ( -- Comcast Holdings, the largest cable company in the U.S., is tapping New York agency DiMassimo Brand Advertising for a new assignment.

Comcast is looking to promote its various tiers of cable offerings, which include basic analog and digital services with additional video-on-demand and high-definition TV. A new campaign, due to launch in August, will also highlight the cable giant's high-speed Internet capabilities.

Quarterly ad campaigns
A spokesman for Comcast said the assignment is part of four quarterly advertising campaigns that the company offers as a template to systems operators. Comcast has affiliates in 17 of the top 20 markets in the U.S. The spokesman was unable to confirm billings on the account, which had been estimated at around $20 million, since the media spending was dependent on how many affiliates decided to opt in. Media for the quarterly campaign is bought locally.

The new campaign is expected to focus on TV and will also include radio, print and direct-marketing materials.

Tequila, a unit of TBWA/Chiat/Day, New York, part of Omnicom Group, executed the campaign for the previous quarter. The spokesman said Comcast has yet to decide whether it will work with DiMassimo beyond this campaign. Philadelphia-based agency Red Tettemer remains Comcast's agency of record.

DiMassimo executives declined to comment.

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