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Comcast benefits from house of brands

News, 23 February 2016

NEW YORK: Comcast, the media group, believes its diversified brand portfolio – spanning broadcast networks, theme parks and communications services – can deliver unique marketing benefit when promoting its latest offerings.

Brian Roberts, Comcast's Chief Executive, discussed this subject at Business Insider's 2015 IGNITION Summit held in New York City.

He pointed to the organisation's wide slate of assets – a list including cable TV, broadband and telephony services, networks like NBC, Telemundo and the Golf Channel, tickets website Fandango and Universal's film studio and theme parks.

"We have a broad, well-positioned company," he said. (For more, including further strategic tips, read Warc's exclusive event report: How Comcast benefits from its diverse brands.)

And by tapping a diverse range of these brands when promoting films like "Minions", released by Universal Studios, it can multiply the effects of its messaging.

"So, when 'Minions' comes out, it can be in theme parks all over the world. We own Fandango; we can advertise on a network; we can have the characters pop up on the Golf Channel. We did all those things with something we call 'Symphony'," said Roberts.

"That's why we had three movies that made a billion dollars [last] year. We think it's the portfolio that our company uniquely has … saying we will work together."

"Symphony's cross-media marketing opportunities, in fact, have also been utilised by third-party advertisers like tech group Microsoft, entertainment giant Disney and banking specialist Chase.

As further corroboration of its appeal, Roberts cited "Jurassic World" – another hit movie from Universal that benefited from the power of "Symphony".

"When 'Jurassic [World]' opened in the US, every one of our cable channels – or many of them – replayed all the other 'Jurassic' movies to build anticipation," he said.

"But so, too, did XFINITY cable feature the 'Jurassic' movies so you could go on-demand and get caught up if you'd rather watch it that way.

"We don't try to control that question of DVR, on-demand, advertising, live. The consumer goes where they want to go. And we're not all going to do the same thing ... It's available on every platform, so a lot of that consumption is on a mobile device."

Data sourced from Warc