Time Warner Cable Names La Comunidad Multicultural Agency of Record

by Chris Saunders , FTI Consulting

MIAMI, September 18, 2012 – Time Warner Cable (TWC) announces 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.

About La Comunidad

La Comunidad believes in the power of connecting people and ideas. The idea of community empowers people and inspires collaboration to stimulate relationships with brands.

Founded in 2001, La Comunidad (The Community) is a global, independent agency known for innovative communication for multi-national brands. La Comunidad has four offices—two in Miami, two in Buenos Aires. Within its first two years, La Comunidad was ranked the 13th most-awarded agency in the world. The agency’s clients include Corona Extra, Modelo Especial, Victoria beer, Apple, Converse, MTV/VH1, Trident, Kraft and Volvo among others. Learn more are www.lacomunidad.com, join us at Facebook.com/TheCommunitarians and follow us on Twitter @Communitarians.

About Time Warner Cable

Time Warner Cable Inc. (NYSE: TWC) is among the largest providers of video, high-speed data and voice services in the US, connecting more that 15 million customers to entertainment, information and each other. Time Warner Cable Business Class offers data, video and voice services to businesses of all sizes, cell tower backhaul services to wireless carriers and, through its NaviSite subsidiary, managed and outsourced information technology solutions and cloud services. Time Warner Cable Media, the advertising arm of Time Warner Cable, offers national, regional and local companies innovative advertising solutions. More information about the services of Time Warner Cable is available at www.timewarnercable.com, www.twcbc.com, www.navisite.com and www.twcmedia.com.

About Zimmerman Advertising

Zimmerman is the 14th largest full-service agency in the US and Omnicom Group’s retail powerhouse. Zimmerman created the science of Brandtailing™, building brand equity over time while driving immediate growth. For more information, visit www.zadv.com, join us at Facebook.com/ZimmermanAdv and follow us on Twitter @ZimmermanAdv.

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