Time Warner Cable Set To Tap DDB New York as Its New Agency After 12 Years With Ogilvy
Time Warner Cable is set to name Omnicom's DDB New York its new agency after a review.
The account was with Ogilvy & Mather, which did not defend, for 12 years. Agencies vying for the business in the finals included San Francisco-based Eleven, DDB New York and Publicis Groupe's Leo Burnett.
TWC's media agency is DDB's sibling OMD, which was not affected by the creative review. Ark Advisors oversaw the process. The agencies and Time Warner Cable declined to comment.
For DDB, the win comes not long after DDB Chicago picked up work for Fiat Chrysler's Alfa Romeo and created a Super Bowl spot for the Jeep brand. The win is also among the first under the leadership of new North American CEO Wendy Clark, who took the reins in January. She had worked at Coca-Cola Co. since 2008, most recently as president of sparkling brands and strategic marketing in North America.
The scope of work could include efforts to improve brand perception, according to people familiar with the matter, an issue that many cable companies often face. The company saw an increase in subscribers in 2015, however, adding 32,000 subscribers last year, marking its first year of growth since 2006.
Charter Communications is in the process of acquiring Time Warner Cable and Bright House Networks. Charter announced in May it would acquire TWC for $55 billion in cash and stock.
Time Warner Cable in the first nine months of 2015 spent roughly $188 milion on U.S. measured media, according to Kantar Media. In 2014, it spent about $245 million.