Brand Game

Ads that Ogilvy & Mather is developing for Time Warner Cable will emphasize the concept of innovation, even more than the MSO’s tagline "Anything is Possible." Marketing svp Brian Kelly didn’t detail when the new ads would debut, but described the project as a "recasting" of the TW brand. With greater competition, technological innovation increasingly helps define TW’s brand and its relationship with the consumer, he said at a CTAM NY forum Thurs. "It’s our job to make sure we don’t get leapfrogged in terms of who’s delivering the best technology. I think we can do that if we focus on brand." — While an MSO’s brand challenge is to convey the concept of innovation, a programmer must decide which of many brands to focus on, said ESPN svp, natl accts Dave Preschlack. This summer ESPN parent Disney is introducing ABCNews Now, its 28th brand. "I don’t think enough people exist to give all our brands the tender loving care that they need," he said. At Discovery, the tough part is incorporating 11 brands under the Discovery umbrella, as not all consumers connect TLC or Animal Planet with the Discovery brand, said Jennifer Dangar, vp, new media distribution. – Mavis Scanlon