InvestorsMarch 15, 2005
Charter Taps Creative Trio to Spearhead Advertising Efforts
Greenhouse Partners, Concrete Pictures and D4 Creative Bring Diverse Talents to Charter Account
Charter Communications, Inc. (Nasdaq: CHTR) has tapped not one, but three agencies to handle its core advertising and creative work for the year. The triumvirate includes two firms well-grounded in the cable industry, and a third that began working on Charter marketing efforts in mid-2004.
"We've selected three firms with core competencies that compliment each other," said Jim Heneghan, Charter Senior Vice President of Marketing and Advertising Sales. "As we bring these firms together, we're fortunate to have a lot of great minds working on our account."
The three are: Greenhouse Partners, of Boulder, Colo., and Concrete Pictures and D4 Creative Group, both of Philadelphia.
Greenhouse last year helped supplement the work of McCann-Erickson, Charter's former agency of record. Given the volume of campaigns demanded in Charter's decentralized marketing structure, Greenhouse proved to be nimble and effective in tailoring advertising to individual markets. "We became comfortable with Greenhouse and felt they could play a bigger role in 2005," Mr. Heneghan said. "We're looking to them to handle strategic and positioning issues, and they'll partner with Concrete Pictures to do a number of 'off-the-shelf' campaigns."
Concrete Pictures is known for its strengths in both television production and graphics design. In addition to collaborating with Greenhouse on a series of television spots, Concrete will develop a graphic identity package for Charter. "We want all of our advertising - regardless of who produces it - to have a Charter look and feel to it," Mr. Heneghan said. "We've asked Concrete Pictures to develop a graphic identity for us that says: This is Charter Communications."
D4 Creative is well-versed in cable and is especially regarded for its direct response work. D4 will develop national campaigns that are offer-driven, as well as competitive campaigns. "We're very impressed with work D4 has done for other cable companies," Mr. Heneghan said. "A lot of our advertising is designed to trigger an immediate and direct customer response. And D4 has great expertise at creating and managing those kinds of campaigns."
Charter did not conduct a full, formal agency review to select its advertising partners for 2005, Mr. Heneghan said. Rather, the Company identified firms with cable/telecom experience and asked them to submit proposals.
In 2004, Charter launched a new branding and advertising campaign around the theme of "get hooked." The theme will continue in 2005. The first series of new Charter television spots - a joint Greenhouse Partners - Concrete Pictures collaboration - will debut later this month, according to Mr. Heneghan.
About Charter Communications
Charter Communications, Inc., a broadband communications company, provides a full range of advanced broadband services to the home, including cable television on an advanced digital video programming platform via Charter Digital™ and Charter High-Speed™ Internet service. Charter also provides business-to-business video, data and Internet protocol (IP) solutions through Charter Business™. Advertising sales and production services are sold under the Charter Media® brand. More information about Charter can be found at www.charter.com.