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DIRECTV Shifts Creative Responsibilities to BBDO New York


  Media Assigned to OMD as Entire Account Consolidates Within Omnicom Shops

NEW YORK, Feb. 26 /PRNewswire/ -- BBDO New York has been named creative agency-of-record for DIRECTV, Inc., the nation's leading digital multichannel television service provider. Responsibilities cover a broad range of consumer communications including television, radio, print, direct response and more, on both a national and local basis. The previous agency was Deutsch, Los Angeles.

In addition, media responsibilities will shift from Starcom's MediaVest Group to Omnicom's OMD media network. Omnicom's Rapp Collins Worldwide will continue to handle direct marketing activities.

"As the second largest pay television service in the country, our primary challenge is to increase customer acquisition and retention in an increasingly competitive environment," said Neal Tiles, Executive Vice President for DIRECTV. He continued, "With the recent addition of Executive Creative Director Eric Silver, I believe BBDO has the creative firepower to help us meet this challenge and take us to a new level. Eric and I have had a very successful partnership for the past ten years. I'm excited to continue our relationship within an agency that has a proven track record of building brands."

Tiles concluded, "By bundling all of our creative, media and direct marketing communication programs within the Omnicom family, we have also increased our ability to seamlessly integrate our messages."

OMD, a unit of Omnicom, will handle all media buying and planning for DIRECTV. Rapp Collins, also a unit of Omnicom, will continue to develop direct marketing and customer relationship management programs on behalf of DIRECTV.

"We couldn't be more thrilled," said John Osborn, President and CEO of BBDO New York. "We are looking forward to partnering with Neal and his team to help reinforce all that DIRECTV has to offer and to build the brand into a household icon." He added, "The assignment is further evidence that more clients are turning to BBDO to deliver successful integrated marketing communication programs on behalf of their businesses."

It is expected that the first new efforts from BBDO will debut in Spring, backed by an estimated media and production budget of $115 million.

With access to more than 225 channels, DIRECTV gives more than 12.2 million customers an incredible variety of options for every member of the family, including exclusive programming not available elsewhere. State-of- the-art digital technology provides 100 percent digital-quality picture and sound. DIRECTV is also a recognized leader in offering advanced services such as digital video recorder (DVR) and high definition programming.

DIRECTV is the nation's leading digital multichannel service provider with more than 12.2 million customers. DIRECTV and the Cyclone Design logo are registered trademarks of DIRECTV, Inc., a unit of Hughes Electronic Corp. (NYSE: HS). Hughes is a world-leading provider of digital multichannel television entertainment, broadband satellite networks and services, and global video and data broadcasting. Hughes is 34 percent owned by Fox Entertainment Group, which is approximately 82 percent owned by News Corporation Ltd.

BBDO New York is part of BBDO Worldwide, one of the largest global agency networks and the most awarded agency network in the world for the second year in a row, and third time in the past four years, according to The Gunn Report. BBDO New York clients include: AOL, Campbell's, Cingular, FedEx, Frito-Lay, GE, Gillette, HBO, MasterFoods, New York Stock Exchange, Office Depot, PeopleSoft, Pepsi, Pfizer, Pizza Hut, Visa and more.

BBDO is part of Omnicom Group, Inc. (NYSE: OMC). Omnicom is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.


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