Time Warner Cable (TWC) announced the appointment of La Comunidad, a global independent agency, as its new Multicultural agency of record after a competitive review that included a short list of creative agencies. Leading review process was Accenture, whose mission was to scout all the offerings in the market to ensure that Time Warner Cable retained the best-in-class marketing partners.
La Comunidad’s expertise will extend to Time Warner Cable’s sizable Hispanic marketing efforts including TV, print, OOH, radio and direct mail. La Comunidad is partnering with Omnicom’s retail powerhouse Zimmerman Advertising for direct marketing capabilities and production support out of Zimmerman’s state of the art production facilities in Florida.
“Our goal was to find a partner who can help us get to the next level by consistently delivering the highest level of strategic and tactical communication support,” said Time Warner Cable's Executive Vice President and Chief Marketing Officer, Jeffrey A. Hirsch. “We realize the immense value in effectively reaching the Hispanic community, and we are making that a top priority.”
“Our growth as an agency is based on finding partners that share our vision. Time Warner Cable has a smart team that strives to fully seize the Multicultural opportunity. They understand how the market has evolved and that fresh, out-of-the-box thinking is critical to success,” said José Mollá, Founder and Chief Creative Director of La Comunidad. “After this pitch process, we are confident that together we will deliver smart creative work and business solutions that will make a difference in a cluttered business.”
The work will focus on the superior competitive value offered by Time Warner Cable while building on elements shared from the general market campaign work created with Ogilvy, RAPP and other TWC agencies to provide consistent integrated campaigns. It is expected to break during the 2012 holiday season.