TIME-WARNER
"Maximizing Subscriptions"

Challenge:
Over the years, Time-Warner has become the master of subscription marketing. They have been successful because they've adhered to one simple objective: generate efficient direct sales while enhancing brand equity. As a partner to Time-Warner, the challenge is to create meaningful programs that have a high likelihood for long-term success.

Solution:
Whether for HBO, Entertainment Weekly, Time, People, Time Warner Cable or Time Warner Home Video, a great deal of care was taken to ensure that smart offers, media, positionings and messages were put forth to the consumer. Utilize tried and true marketing techniques in new and interesting ways while always ensuring that the entertainment product remains the hero.

Summary:
Helped Time-Warner to grow their most vital businesses. Guided HBO from its infancy until it became a media powerhouse. Key initiatives included Free Preview Weekends, segmented messaging to different populations and selling HBO into key markets via direct response TV placed on broadcast media (no easy task). Helped Time-Warner Video break into the pay-per-view market through numerous promotions and free offers of PPV movies and events. Developed winning direct mail packages, premiums and partnerships for the magazine properties over many years and many client relationships. Helped Time Warner Cable to attract and retain subscribers.