The Vidal Partnership has won the Cablevision media planning and buying account, Portada has learned.
Cablevision Systems Corporation is the eight largest cable television company in the U.S. with systems serving areas surrounding New York City. Most of its customers reside in New York, New Jersey, Connecticut and parts of Pennsylvannia. Cablevision also offers high-speed Internet connections (Optimum Online), as well as digital cable Optimum TV (Optimum TV) and VoiP (Optimum Voice) phone service. According to Kantar, Cablevision Systems spent nearly $110 million on U.S. measured media in 2011, and the bulk of it was devoted to the Optimum brand.
Cablevision media planning and buying duties were until recently the responsibility of New York City based Globalworks. For The Vidal Partnership, the Cablevision account win is a relief after the agency had several account losses over the last year, including the Heineken account last December. Two veteran executives Alberto Ferrer and Gustavo Carvajal, recently left their posts at TVP.
The Vidal Partnership is a full-service, independent advertising agency working with clients including FEMA, NFL, Tylenol, Rémy Martin and TD Bank.