Honoring Leaders, Marketing Mavens

MEET CTAM’S AWARD WINNERS FOR 2013
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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 Show Teaser”

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’s
Breaking Bad Art 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’S Dallas and 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

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