Multichannel News joins the Cable & Telecommunications Association for Marketing in honoring the 2013 CTAM award winners. These awards recognize the CTAM leaders who have made extraordinary contributions to shape the cable business. This special section also features the 2013 Mark Award winners that set the standard for the industry’s finest marketing.
RAINMAKER AWARD
The Rainmaker Award is given to members who play an essential role in helping the cable business grow through participation in CTAM’s corporate initiatives.
Phil Bellaria, Vice President Customer Retention & Loyalty Marketing, Comcast
For leading a cross-company focus on best practices to retain customers.
Paul Hockenbury, Executive Director, Research and Analysis, Comcast
For multiyear leadership in developing impactful research to advance CTAM initiatives.
Beverly Gambell, VP Marketing Business Services, Suddenlink Communications
For providing continuous guidance that influenced the success of Business Services Council programs.
Mark Gathen, Senior Director, Video Product Management, Cox Communications
For multiyear leadership of advanced video programs for the Residential Products Council (formerly ACSC).
TAMI AWARD
The TAMI Award recognizes exceptional volunteer service and creativity in leading projects that benefit members.
Kenetta Bailey, EVP, Chief Marketing Officer, TV One
For a multiyear commitment to enhancing the educational value of the Mark Awards competition particularly in the judging process and at the recognition event.
Ed Gordon, Senior Director, Distribution & Audience Research, ESPN
For leading crosscategory understanding of changing customer and viewer use of television.
Skip Harris, Harris Communications
For successfully supporting CTAM’s executive education content development, including CTAM Wired, Unplugged and Think.
CTAM HALL OF FAME
Every year, CTAM honors the most notable and influential marketing campaign from cable’s recent past. It must be at least five years old and have had a positive impact. Though HBO’s True Blood was tapped by the judges, all of the 2013 nominees are each worthy of induction, so they’re all featured here.
WINNER
HBO:True Blood
In 2008, HBO introduced a provocative series that implied that vampires live among us. It pushed the envelope on every level and brought the supernatural into the mainstream. True Blood has been one of the most “decorated” franchise shows in history and continues to be recognized within media, marketing and creative communities, capturing top honors.
NOMINEES
AMC:Breaking Bad
AMC has designed ingenious marketing campaigns that have elevated Breaking Bad from an unknown series with a precarious premise to a pop-culture icon. They emphasized its boldness and dark humor in multiplatform campaigns, including unconventional digital and social media tactics to engage fans — making Breaking Bad the phenomenon it is today.
Comcast:“The Slowskys”
In 2006, Comcast set out to dethrone DSL and grow high-speed data subscribers. It found its answer in the Slowskys, a pair of turtles whose love of sluggish DSL helped illustrate the benefits of having a faster connection. Comcast is now the nation’s largest high-speed Internet provider with 20 million subscribers.
FX:Sons of Anarchy
Sons of Anarchy roared onto the scene in 2008, epitomizing America’s fascination with the “rebel spirit.” FX’s marketing campaign focused on a broad range of viewers, while still appealing to a solid base of serious drama fans and motorcycle enthusiasts. The most recent season averaged 6,392,000 total viewers per episode.
USA Network: “Characters Welcome”
In 2005, USA Network launched a new brand campaign — “Characters Welcome.” It tapped into the potential of the network’s name by focusing on USA as a rich, vital and welcoming collection of people.
USA became the No. 1-rated cable network, and held the crown for seven straight years, longer than any network in cable history.
Mark Awards
The 2013 annual Mark Awards recognizes outstanding achievement and excellence in marketing from networks, cable companies and their agencies.
DISTRIBUTORS
Acquisition and Upgrade Marketing Multimedia Campaign
GOLD WINNER
IntelligentHome Campaign Time Warner Cable
Acquisition and Upgrade Marketing Digital Media
GOLD WINNER
Rogers Ultimate Bundle (Milos/Brett)
Rogers Communications Inc.
Acquisition and Upgrade Marketing Direct Mail or Print or OOH
GOLD WINNER
Suddenlink New Movers Mailer Suddenlink Communications & Eclipse Marketing Services Inc.
Acquisition and Upgrade Marketing TV Promo
GOLDWINNER
IntelligentHome TV Campaign Time Warner Cable
Brand Image and Positioning Multimedia Campaign
GOLD WINNER
Rogers Speed Experience
Rogers Communications Inc.
Brand Image and Positioning, Digital Media
GOLD WINNER
Victor Cruz Pro Bowl Social Time Warner Cable
Brand Image and Positioning Experiential Marketing or Events
GOLD WINNER
Rogers Speed Experience
Rogers Communications Inc.
SILVER WINNER
Cable Store Transformation Kiosk Time Warner Cable
Brand Image and Positioning TV Promo
GOLD WINNER
2013 Enjoy Better
Time Warner Cable
Business Services Multimedia Campaign — Brand/Retention
GOLDWINNER
TWC B2B Brand Campaign
Time Warner Cable Business Class
Business Services TV Promo — Brand/Retention
GOLD WINNER
Enterprise Business Solutions
Bright House Networks
Business Services TV Promo — Direct Response/Acquisition
GOLDWINNER
Cox Business “System Errors” DRTV Campaign
Cox Business
Competitive Marketing TV Promo
GOLD WINNER
Ditch the Dish
Ryno Production Inc.
Customer Relations and Retention Marketing TV Promo or Other Video
GOLD WINNER
Hotspot
Cablevision Systems Corporation
SILVERWINNER
Did You Know?
Time Warner Cable
Multicultural Marketing Multimedia Campaign
GOLD WINNER
Queens Chinese Immersion
Time Warner Cable
SILVER WINNER
Rogers Q2 2012 Integrated
Rogers Communications
Multicultural Marketing Direct Mail or Print or OOH
GOLD WINNER
TWC-NYC Winter ’13 Nexos Latinos
Time Warner Cable NYC & Eclipse Marketing Services Inc.
SILVER WINNER
Rogers Q4 2012 Print
Rogers Communications
SILVER WINNER
Lunar New Year Red Envelope Couplet
Time Warner Cable
Multicultural Marketing TV Promo
GOLD WINNER
Optimum Retention Campaigns
Cablevision Systems Corporation
Partnership Marketing Multimedia Campaign
GOLD WINNER
Enjoy Better Homeland
Time Warner Cable
Partnership Marketing Single Medium
GOLD WINNER
Enjoy Better True Blood
Time Warner Cable
Traditional Direct Response Marketing Direct Mail or Print or OOH
GOLD WINNER
Movers Campaign
Cablevision Systems Corporation
SILVER WINNER
Connect Anytime, Anywhere
Cablevision Systems Corporation
SILVER WINNER
Kindle Pull Out
Cablevision Systems Corporation
Traditional Direct Response Marketing TV Promo
GOLD WINNER
DRTV Ad
Cablevision Systems Corporation
Ad Sales Marketing Single Medium
GOLD WINNER
Multi-Screen Ad Solicitation Spots Comcast Spotlight
Internal Marketing Multimedia Campaign
GOLD WINNER
I Believe in Mediacom
Mediacom Communications
NETWORKS AND CONTENT PROVIDERS
Affiliate Marketing Multimedia Campaign
GOLD WINNER
NBCUniversal’s Your Summer Solution
NBCUniversal TV Networks Distribution
Affiliate Marketing Digital Media
GOLD WINNER
Foxnetworksinfo.com
Fox Networks
Affiliate Marketing Premium
GOLD WINNER
NCAA® Final Four® VIP Mailer
Turner Network Sales
SILVER WINNER
UEFA Euro 2012 Foosball Mailer
Disney and ESPN Media Networks
SILVER WINNER
Homeland Spy Pen
Showtime Networks Inc.
BRONZE WINNER
Holiday Gift Wrapping Kit
Crown Media Family Networks
BRONZE WINNER
2012 VIP Holiday Mailer
Fox Networks
Affiliate Marketing Video
GOLD WINNER
Sportsman Channel 2012 Sizzle Reel
Sportsman Channel
Affiliate Marketing Experiential Marketing or Events
GOLD WINNER
Homeland Polygraph Van Tour
Showtime Networks Inc.
Brand Image and Positioning Multimedia Campaign
GOLD WINNER
E! Brand Campaign
E! Entertainment
Brand Image and Positioning Interstitial
GOLD WINNER
Make Your Mark: Bullying and Alpaca
Disney Channel
Brand Image and Positioning Digital Media
GOLD WINNER
Live Rewards Program
Fox Sports Florida/Sun Sports
Brand Image and Positioning Experiential Marketing or Events
GOLD WINNER
BTN Big 10k Race
Big Ten Network
SILVER WINNER
TLC’s ALL NEW New Year
TLC
Brand Image and Positioning TV Promo — Entertainment
GOLD WINNER
This Is SportsCenter
ESPN
SILVER WINNER
HBO GO Let Yourself Go
HBO
SILVER WINNER
HBO Year-Ender Image Trailer
HBO
BRONZE WINNER
HBO GO What is 3.0? “ZORBA”
HBO
Brand Image and Positioning TV Promo — Sports
GOLD WINNER
It’s Not Crazy, It’s Sports
ESPN
SILVER WINNER
BTN2Go — Take It with You Campaign
Big Ten Network
Multicultural/Alternative Audience Development Multimedia Campaign
GOLD WINNER
The Soul Man Series Premiere
TV Land
SILVER WINNER
Karma’s a Bitch
Showtime Networks Inc.
National Ad Sales Marketing Multimedia Campaign
GOLD WINNER
Upfront Video 12/13
National Geographic Channel
SILVER WINNER
WE tv 2012 Upfront Materials
WE tv
National Ad Sales Marketing Upfront Video
GOLD WINNER
Univision Pre-Upfront Video
Blanco-Lorenz Entertainment
SILVER WINNER
Long Island Medium Upfront TLC
Partnership With Affiliates Multimedia Campaign
GOLD WINNER
History en Español: Colors of My Culture
A+E Networks
SILVER WINNER
Enjoy WatchESPN Better
Disney and ESPN Media Networks and Time Warner Cable
SILVER WINNER
Enjoy X Games Better
Disney and ESPN Media Networks and Time Warner Cable
Partnership With Affiliates Single Medium
GOLD WINNER
WatchESPN Tutorial Video
Disney and ESPN Media Networks
SILVER WINNER
Cox & Homeland Social Surveillance
Showtime Networks Inc.
SILVER WINNER
Watch & Unlock Facebook Sampling
Showtime Networks Inc.
Partnership With Affiliates Integrated TV Spot
GOLD WINNER
TWC & SHO Enjoy Better Homeland TV
Showtime Networks Inc.
Partnership With Non-Profit Organizations Multimedia Campaign
GOLD WINNER
CN Stop Bullying: Speak Up
Turner Broadcasting, Cartoon Network
Partnership With Non-Profit Organizations Digital Media
GOLD WINNER
Save the Music Foursquare Partnership VH1
Partnership With Non-Profit Organizations Experiential Marketing or Events
GOLD WINNER
Hunt.Fish.Feed.
Sportsman Channel
Partnership with Non-Profit Organizations TV Promo or Other Video
GOLD WINNER
I’m Positive
MTV On-Air Promos
SILVER WINNER
King of the Jungle/Cause an Uproar
Nat Geo Wild
SILVERWINNER
The Soul Man American Heart Association
TV Land
Partnership with For-Profit Organizations Multimedia Campaign
GOLD WINNER
AMC The Walking Dead and Dr Pepper
AMC Networks
Partnership with For-Profit Organizations Digital Media
GOLDWINNER
ATW80P Infiniti Tweet Challenge Bravo
SILVERWINNER
Absolut Ru-Dunnit Logo, Viacom Media Networks
Partnership with For-Profit Organizations Experiential Marketing or Events
GOLD WINNER
TNT’S Dallas and Jet Blue
Turner Network Television
SILVER WINNER
The Walking Dead/Universal Studios
AMC
SILVERWINNER
The Borgias Unveiled Showtime Networks Inc.
Partnership With For-Profit Organizations TV Promo or Interstitial
GOLD WINNER
21 Jump Street — Stakeout
MTV On-Air Promos
SILVER WINNER
History Mankind/ Capital One Partnership
A+E Networks
SILVER WINNER
Ingenuity Awards
Smithsonian Channel
BRONZE WINNER
ESPN & Taco Bell “Steps” The Vault
Press Communications Multimedia Campaign
GOLD WINNER
Doomsday Preppers Season 2
National Geographic Channel
Press Communications Kit
GOLD WINNER
Spartacus: War of the Damned Kit Starz
SILVER WINNER
Chia Willie
A&E Television Networks
SILVER WINNER
Homeland Season 2 — Press Kit
Showtime Networks Inc.
BRONZE WINNER
The Walking Dead Press Kit (S5)
AMC
BRONZE WINNER
Doomsday Preppers Survival Kit
National Geographic Channel
Press Communications Video
GOLD WINNER
The Walking Dead Comic-Con Video
AMC
SILVER WINNER
Vice TCA Trailer
HBO
Press Communications Experiential Marketing Events
GOLD WINNER
Doomsday Preppers Press Trip
National Geographic Channel
SILVER WINNER
Veep Motorcades
HBO
Program Promotion and Tune-In Interstitial
GOLD WINNER
Homeland Every Breath Trailer
Showtime Networks Inc.
Program Promotion and Tune-In Direct Mail or Print
GOLD WINNER
Mad Men Print Ad (Season 5)
AMC
SILVER WINNER
Doomsday Preppers
National Geographic Channel
SILVER WINNER
The Borgias Scent Strip
Showtime Networks Inc.
BRONZE WINNER
The Bible Print History
BRONZE WINNER
“Linsanity” Print Campaign MSG Networks
BRONZE WINNER
Say Yes to the Dress Bridesmaids
TLC
Program Promotion and Tune-In Out of Home
GOLD WINNER
Hatfields & McCoys
Out of Home History
SILVER WINNER
Real Husbands of Hollywood OOH
BET
SILVER WINNER
Kroll Show Teaser
Comedy Central
BRONZE WINNER
Workaholics “TORQUED” Billboard
Comedy Central
BRONZE WINNER
Vikings Out of Home Campaign HISTORY
BRONZE WINNER
Killing Lincoln Wild Postings
National Geographic Channel
Program Promotion and Tune-In Experiential Marketing or Events
GOLD WINNER
Defiance at Comic-Con Syfy
SILVER WINNER
Top Chef Kitchen Bravo
SILVER WINNER
“Make It Work” Experiential Lifetime
BRONZE WINNER
Game of Thrones At Comic-Con HBO
BRONZE WINNER
The Showtime Experience
Showtime Networks Inc.
BRONZEWINNER
Pop-Up Video
VH1
Program Promotion and Tune-In Multimedia Campaign — Series Premiere (<$1M)
GOLD WINNER
Pranksgiving Launch Campaign
Disney XD
SILVER WINNER
Sofia the First Series Launch
Disney Junior
SILVER WINNER
Push Girls Series Premiere
Sundance Channel
Program Promotion and Tune-In Multimedia Campaign — Series Premiere ($1-10M)
GOLD WINNER
Game of Thrones Integrated Campaign
HBO
SILVER WINNER
Brickleberry
Comedy Central
SILVER WINNER
Boardwalk Empire Integrated Campaign
HBO
BRONZE WINNER
TNT Dallas Social by Design Campaign
Turner Network Television
Program Promotion and Tune-In Multimedia Campaign — Returning Series (<$1M)
GOLD WINNER Global Toronto: The Morning Show
“Make Your Mornings Better” Shaw Media Inc.
Program Promotion and Tune-In, Multimedia Campaign — Returning Series ($1-10M)
GOLD WINNER
Tosh.0 (Tosh 5.29 Campaign)
Comedy Central
SILVERWINNER
Breaking Bad (Season 5)
AMC
SILVER WINNER
Dexter S7 Multimedia Campaign
Showtime Networks Inc.
BRONZEWINNER
The Walking Dead (Season 3)
AMC
Program Promotion and Tune-In Multimedia Campaign — Specials/Movies/ Events (<$1MM)
GOLDWINNER
Snow White and the Huntsman Event
HSN
SILVERWINNER
CHCH Broadcast Premiere of Avatar
Channel Zero
SILVERWINNER
Magic Move Campaign
Fox Sports Florida / Sun Sports
Program Promotion and Tune-In Multimedia Campaign — Specials/Movie/ Events ($1-10MM)
GOLDWINNER
Hatfields & McCoys Integrated History
SILVERWINNER
25 Days of Christmas
ABC Family
SILVERWINNER
Killing Lincoln
National Geographic Channel
Program Promotion and Tune-In TV Promo — Entertainment (Single Promo)
GOLDWINNER
Louis C.K. “Oh My God” Trailer
HBO
SILVERWINNER
Beyoncé Trailer
HBO
SILVERWINNER
Ray Donovan TCA Trailer
Showtime Networks Inc.
Program Promotion and Tune-In, TV Promo — Entertainment (Multiple Promos)
GOLDWINNER
Homeland Campaign
Showtime Networks Inc.
SILVERWINNERThe Client List On-Air Campaign Lifetime
SILVER WINNER
Killing Lincoln
National Geographic Channel
BRONZE WINNER
Girls S2 Campaign
HBO
Program Promotion and Tune-In TV Promo — News/Information (Single Promo)
GOLDWINNER
HBO Documentary Summer Series Image
HBO
SILVER WINNER
Witness Trailer
HBO
Program Promotion and Tune-In, TV Promo — News/Information (Multiple Promos)
GOLD WINNER
“Weight of the Nation” Campaign
HBO
Program Promotion and Tune-In, TV Promo — Reality/Non-Fiction (Single Promo)
GOLD WINNER
Dance Moms Maniac Spot Lifetime
SILVER WINNER
America’s Most Wanted On-Air Spot Lifetime
SILVER WINNER
Long Island Medium Season 3 Launch
TLC
Program Promotion and Tune-In, TV Promo — Reality/Non-Fiction (Multiple Promo)
GOLDWINNER
Wicked Tuna Promos
National Geographic Channel Program Promotion and Tune-In TV Promo — Sports (Single Promo)
GOLD WINNER
The Indianapolis 500 on ABC
ESPN
Program Promotion and Tune-In, TV Promo — Sports (Multiple Promos)
GOLD WINNER
Hard Knocks Miami Dolphins Campaign
HBO
Program Promotion and Tune-In Mobile/Apps/Games
GOLD WINNER
Catching Killers: The DeadEye Murders
Smithsonian Channel
Program Promotion and Tune-In Rich Media/Takeovers
GOLD WINNER
Killing Lincoln
National Geographic Channel
SILVER WINNER
Homeland S2 Rich Media Takeover
Showtime Networks Inc.
Program Promotion and Tune-In Social Media/Viral
GOLDWINNER
TNT Dallas’ Facebook Timeline
Turner Network Television
SILVER WINNER
Pretty Little Liars “The Betrayal” ABC Family
Program Promotion and Tune-In Websites
GOLD WINNER
Hunted — Byzantium Website
Cinemax
SILVER WINNER
Killing Lincoln Website
National Geographic Channel
Promotion of Non-Linear Content Multimedia Campaign
GOLD WINNER
UVideos Launch Campaign
Blanco-Lorenz Entertainment
SILVER WINNER
The Envelope
Epix
Promotion of Non-Linear Content TV Promo or Interstitial
GOLDWINNER
MAX GO for Visual Orchestra Cinemax
Shoestring Marketing Multimedia Campaign
GOLDWINNER
HSN Shop by Remote Month
HSN
Shoestring Marketing Single Medium
GOLD WINNER
Breaking Bad Art Project
Sony Pictures Television
SILVER WINNER
Ugly Americans: FUGLY Comedy Central
Internal Marketing Multimedia Campaign
GOLD WINNER
Sprout Moms Audience Segments
Havit Advertising
Internal Marketing Single Medium
GOLDWINNER
TV Land All Hands Thank You
TV Land
TOP OF THE MARK
The “Top of the Mark” is awarded each year to the highest-scoring multimedia campaign. The 2013 winner is “History en Español: Colors of My Culture” from A+E Networks.
When History en Español (HE) launched on Comcast, A+E Networks needed to create awareness in the Miami area, while increasing Comcast subscribers and aiding Comcast Spotlight with a local advertiser, Sedano’s Supermarket. “Colors of My Culture Mural Contest” was a call for original designs depicting Hispanic Heritage. The winning design was rendered on Sedano’s store wall during a community event.
Both English and Spanish tactics directed users to colorsofmyculture.com with in-store commercials, digital and social media tactics, on-air and press. Comcast subscribers improved by 39% and the advertiser increased investment by 20%.
MOST INNOVATIVE
The “Most Innovative” Mark Award recognizes work that clearly exemplifies new thinking. CTAM members chose a winner from four finalists picked by the 2013 judges.
WINNER
Comedy Central’s “Kroll ShowTeaser”
Comedy Central harnessed the power of social media to exponentially multiply impressions from a few select advertising placements for the Kroll Show.
OTHER FINALISTS
Sony Pictures Television’sBreaking BadArt Project
Top pop-culture artists from around the world created 17 limitededition screen prints of iconic moments from Breaking Bad.
Turner Network Television’s“TNT’SDallasand Jet Blue”
TNT’s strategy for the return of Dallas was “Go Big or Go Home” and it partnered with JetBlue Airways to mark their new route into Dallas.
Lifetime’s“Make It Work”Experiential Event
Lifetime installed a virtual runway on New York’s High Line, bringing judges and mentors straight to the fans of Project Runway.
