From the Archives. Comcast Pill Ad.

Posted by Joseph Young on August 19, 2013 under The Work | Be the First to Comment

Good one for Comcast from a few years ago.  We were asked to develop print ads for a variety of vertical publications that would target specific business customers that had a need for a large amount of bandwidth.  This was the first in a series.

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A Great Win for NBC.

Posted by truecreek on June 7, 2011 under More Dam News | Be the First to Comment

I’ve always been a fan of the Olympics, to a point where it’s almost always recommended as a tactic for a client. Especially if there can be promotional tie-ins, merchandising and the like.  For NBC to lock up the U.S. television rights is a real coup.  It’s become their franchise.

One can only imagine how much cash was floating around that table.

NBC now will have exclusive rights to the 2014 Winter Games in Sochi, Russia, the 2016 Summer Olympics in Rio de Janeiro, as well as the 2018 Winter Games and 2020 Olympics, whose sites have not yet been chosen.

More here.

 

 

COM BELT 4/C BUSINESS PRINT

Posted by truecreek on April 26, 2011 under The Work | Be the First to Comment

Next Stage. 4/C Print for Comcast.

Posted by truecreek on March 23, 2011 under The Work | Be the First to Comment

Home Sweet Home. New 4/C Print for Comcast.

Posted by truecreek on under The Work | Be the First to Comment

Comcast Atlanta Four-Color Print.

Posted by truecreek on August 4, 2010 under The Work | Be the First to Comment


Comcast Atlanta Journal Constitution Campaign.

Posted by truecreek on January 5, 2010 under The Work | Be the First to Comment

I love headlines. We just completed a campaign for Comcast touting their new 50/10 Internet product.  The campaign is to run in the Atlanta Journal Constitution for 11 consecutive weeks, starting next week.

You have to appreciate just how impactful these ads will be with their big and bold copy running across the bottom of the page. Simple and clean look, with essentially nothing but a great headline to drag you in.

To me, a print ad should entice and entertain, not educate. There will be more than enough time to do that later after I call you or hit your  site.

Check ‘em out.

New 4/C Print for Comcast B2B.

Posted by truecreek on December 17, 2009 under The Work | Be the First to Comment

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Comcast Business to Business Holiday DM.

Posted by truecreek on December 4, 2009 under The Work | Be the First to Comment

“Keep on Truckin’” was a one-page comic by Robert Crumb, published in the first issue of Zap Comix in 1968. We thought we’d have a little fun with it.

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Comcast Said to Be Close to Gaining NBC Universal.

Posted by truecreek on November 2, 2009 under More Dam News | Be the First to Comment

By Michael J. de la Merced and Andrew Ross Sorkin

General Electric and the cable giant Comcast have moved closer to a deal giving control of NBC Universal to Comcast, and a formal announcement could be made sometime next week, people briefed on the talks said Sunday.

After a series of meetings last week, the two companies reached a tentative agreement on Friday over the main points of a deal, these people said. Comcast would own about 51 percent of NBC Universal, contributing several billions of dollars in cash and its own stable of cable networks to the new venture. G.E., which currently owns 80 percent of the entertainment company, would retain the other 49 percent and would contribute about $12 billion in debt to the new entity, though it is expected eventually to sell its ownership interest over several years.

More here.

Comcast Fox Theater Four Color Print

Posted by truecreek on October 14, 2009 under The Work | Be the First to Comment

Some new work for Comcast. Full pager for Encore Atlanta and the Fox Theater.

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Comcast Medical Vertical Market Four Color Print.

Posted by truecreek on May 19, 2009 under The Work | Be the First to Comment

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Comcast Break A Leg Four Color Print

Posted by truecreek on April 20, 2009 under The Work | Be the First to Comment

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Canoe, Canoe? Cable Goes Personal With Targeted Ads.

Posted by truecreek on April 8, 2009 under More Dam News | Be the First to Comment

By DEBORAH YAO

WASHINGTON (AP) – You’re watching Jon Stewart’s “The Daily Show,” when suddenly you see a commercial for the Mustang convertible you’ve been eyeing – with a special promotion from Ford, which knows you just ended your car lease.  A button pops up on the screen. You click it with the remote and are asked whether you want more information about the car. You respond “yes.” Days later, an information packet arrives at your home, the address on file with your cable company.

This is the future of cable TV advertising: personal and targeted.

istock_000006809044smallCable TV operators are taking a page from online advertising behemoths like Google Inc. (GOOG) to bring these so-called “addressable” ads onto the television.  “It hasn’t really been done on TV before,” said Mike Eason, chief data officer of Canoe Ventures, a group formed by the nation’s six largest cable operators to launch targeted and interactive ads on a national platform starting this summer.

They’re betting they can even one-up online ads because they also offer a full-screen experience – a car commercial plays much better on your TV than on your PC. As such, they hope to charge advertisers more.

The stakes are high: Cable companies get only a small portion of the $182 billion North American advertising market. Eason said the cable operators, which sell local ads on networks like Comedy Central, get roughly 10 percent of the commercial time on those channels. With targeting, they are hoping to expand that.  But they have to tread carefully. Privacy advocates worry the practice opens the door to unwanted tracking of viewing habits so ads can target consumers’ likes or dislikes. They also fear it could lead to discrimination, such as poorer households getting ads for the worst auto-financing deals because they are deemed credit risks.

“You’ve got to tell people you’re doing it and you’ve got to give people a way to say no,” said Pam Dixon, executive director of World Privacy Forum in Carlsbad, Calif. “Otherwise, it’s just not fair.”

By the end of the year, Canoe will start rolling out ads that let consumers request information, such as the hypothetical one for the Mustang, industry executives said. Cable operators involved are Comcast Corp. (CMCSA), Cox Communications Inc., Time Warner Cable Inc. (TWC), Charter Communications Inc. (CHTR), Cablevision Systems Corp. (CVC) and Bright House Networks.

Initially, over the next two months, they’ll tailor ads by demographic profile of a community, such as age and income. So households in a youth-oriented neighborhood might get pitches for concerts, while those in higher-income areas might get exotic travel ads. Previously, cable could only target an entire metropolitan area or town.  Ultimately, cable will target down to the ZIP code and individual household, although when that will happen isn’t clear.

That means eventually, while you and your neighbor could be watching “Iron Chef” on Food Network at the same time, you might see a commercial for golf clubs, because you had tuned to The Golf Channel earlier, while your neighbor would see an ad for Disney vacations, because she has young children who like to watch Nickelodeon.

Experian, a data collection and credit scoring company, will cull profile data and match them with information advertisers have on their consumers. The advertiser won’t know who will get the ads. Advertisers can also provide a customer list to Experian, which then can make a match. So an ad can be targeted toward someone who just ended a lease with Ford.

Niche ads aren’t new to television. Advertisers have long pitched beer and cars on sports programs and cosmetics on the female-heavy Hallmark Channel.

But cable hasn’t been able to get more specific until now.  With better targeting, advertisers might pay more to run the same ad, but they’ll be reaching the audience most likely to buy, increasing the effectiveness. Advertisers will also be better able to measure how wisely their marketing dollars get spent, by keeping track of who responds. These are areas TV hasn’t done as well as online.

Canoe says it has already developed the technology and will start deploying it in May. The cable companies’ movement toward standardizing their systems on a common platform will aid in the deployment of these ads. What remains to be worked out are financial issues such as how cable operators and cable networks will share revenue.

There are signs that targeting works.  Cablevision has just completed an ad trial involving 100,000 homes in Brooklyn, N.Y., in which it sold additional services to its own customers. For instance, someone who only subscribes to cable TV might get ads for adding phone and Internet services. Cablevision said it saw a double-digit percentage increase in sales in areas with targeted ads.

The company will roll out targeted ads to 500,000 homes in the New York area this summer.  But privacy advocates such as Dixon worry that customers might not have a way to disable cable’s tracking of their viewing habits, and won’t likely have the option of another cable operator to buy from.

“If you’re sitting at home watching a cable TV box, you’re stuck,” Dixon said. “You’re looking at a version of television that no one else is getting. That’s a big deal.”

But Eason said despite its flaws, this is where TV advertising is heading – measurable ads. “This is the future for measurement on television,” he said.

Great Headlines Deliver the Mail.

Posted by truecreek on April 7, 2009 under The Work | Be the First to Comment

A pretty nice example of how a set of great headlines make for a compelling and effective direct campaign.

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Kudos for Comcast’s (Goodby’s) New Campaign.

Posted by truecreek on March 16, 2009 under Opinions. Everyone has them. | Be the First to Comment

Comcast has been a regional client of this agency for almost a  year now.  Our job has been to write, design and produce the stuff that sells things; DM, catalogs and the like.  All of the brand work came from Goodby, where That’s Comcastic originated.  We just follow their lead happily.

But the new campaign, dream big, is just great and the agency deserves a tremendous amount of credit for taking the client in this direction.  The new campaign offers up some of the most visually interesting work I have seen in a long time.  Some see it as bizarre, but for me, it does a wonderful job of humanizing the category…something that is tough to do with broadband accounts.

With this category, it’s all about the features and benefits of the three products, the speed of the network, the amount of channels you offer in high def, the price point and the like.  To take all of that and turn it into a sort of Yellow Submarine meets Monopoly spectacle is just fascinating to watch.  Not to mention the extremely creative music that just carries the spot to a whole new place.

It will be very interesting to see how the campaign unfolds over the next six months to a year.   Does it have legs?

Comcast Encore 4/c Print

Posted by truecreek on February 1, 2009 under The Work | Be the First to Comment

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Comcast Four Color Collateral Spread

Posted by truecreek on January 28, 2009 under The Work | Be the First to Comment

We spent the better part of October working on a real nice 16 page catalog for our client, Comcast.  Below are two of the inside spreads.

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