Mediacom set out to generate interest and awareness of its affordable business services for small- and medium-size business clients, offering new options to help lower overhead costs and increase productivity. The strategy was simple but effective: 30-second spots touted how Mediacom could solve specific problems faced by SMBs, and direct mail targeted specific silos such as healthcare to customize a message that would resonate. Print ads targeted business and medical journals. The results: New Mediacom Business accounts increased by more than 20%; and Mediacom Business Internet, Phone and TV bundle accounts grew by 85%.

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Friday–December 5

Post-Split: Discovery Global and Versant See DTC Future Beyond Linear

Netflix is set to acquire Warner Bros., but that will be after Discovery Global and its cable brands split from WBD and set out on a path that isn’t unlike Versant Media’s own strategy.

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