MULLEN WINS ACCOUNT FOR CABLEVISION UNIT
Assignment Is for Satellite Service Voom
July 14, 2004
NEW YORK (AdAge.com) -- Voom has selected Interpublic Group of Cos.' Mullen to handle its advertising account after a review, according to executives with knowledge of the matter.
Voom, a satellite TV service based in Bethpage, N.Y., received less than $1 million in measured media last year.
Mullen referred queries to Voom, which did not respond to a call for comment. Matchworks, a consulting firm, conducted the review.
Mullen won the account in a shootout against Interpublic sibling Martin Agency in Richmond, Va. Other agencies involved earlier in the review included Interpublic's Sloan Group, a New York direct and retail marketing group, and Omnicom Group's TBWA/Chiat/Day, New York.
Ad spending changes
Voom's prior creative agency was Interpublic's Lowe, which won the account in May 2003 when billings were projected to be $20 million. Voom received $794,000 in measured media last year, according to TNS Media Intelligence/CMR. (All of Cablevision spent $36 million in measured media last year.)
Voom, launched as a service last October, had just 8,000 customers as of April 30 and "has not yet produced any meaningful revenues," according to a Cablevision filing in May with the Securities and Exchange Commission.
Voom will be under pressure to control marketing expenses, an issue that could limit what it spends on advertising. "The principal challenge for this business is to attract a sufficient subscriber base to reach and exceed a break-even point and to do so with subscriber acquisition and other costs that are within its funding capabilities," the filing said. "There can be no assurance that it will be able to do so."
Assignment Is for Satellite Service Voom
July 14, 2004
NEW YORK (AdAge.com) -- Voom has selected Interpublic Group of Cos.' Mullen to handle its advertising account after a review, according to executives with knowledge of the matter.
Voom, a satellite TV service based in Bethpage, N.Y., received less than $1 million in measured media last year.
Mullen referred queries to Voom, which did not respond to a call for comment. Matchworks, a consulting firm, conducted the review.
Mullen won the account in a shootout against Interpublic sibling Martin Agency in Richmond, Va. Other agencies involved earlier in the review included Interpublic's Sloan Group, a New York direct and retail marketing group, and Omnicom Group's TBWA/Chiat/Day, New York.
Ad spending changes
Voom's prior creative agency was Interpublic's Lowe, which won the account in May 2003 when billings were projected to be $20 million. Voom received $794,000 in measured media last year, according to TNS Media Intelligence/CMR. (All of Cablevision spent $36 million in measured media last year.)
Voom, launched as a service last October, had just 8,000 customers as of April 30 and "has not yet produced any meaningful revenues," according to a Cablevision filing in May with the Securities and Exchange Commission.
Voom will be under pressure to control marketing expenses, an issue that could limit what it spends on advertising. "The principal challenge for this business is to attract a sufficient subscriber base to reach and exceed a break-even point and to do so with subscriber acquisition and other costs that are within its funding capabilities," the filing said. "There can be no assurance that it will be able to do so."
