Comcast Hires SS+K to Help Bridge the Digital Divide

The Comcast-Time Warner merger is off, but not Comcast's push to reduce the digital divide. In fact, Comcast has hired SS+K to focus on marketing Internet Essentials, a 4-year-old program that supplies broadband Internet access to low-income families. The New York shop landed the assignment after a pitch against two other undisclosed agencies. Comcast and SS+K didn't disclosed media spending, but sources estimated its annual value would exceed $20 million. Previously, various Comcast roster shops and its in-house marketing group created ads around the program. SS+K's work is expected to take the form of traditional and digital ads, social media marketing and events.

The first campaign is slated for Fall 2015. Agency partner Lenny Stern likened the assignment to working on corporate initiatives for the likes of Allstate ("X the TXT") and Wells Fargo ("Small is huge") as well as its marketing around the Livestrong bracelet. "The digital divide has hindered progress all over this country for a generation. Tons of people talk about the problem, but few are really doing something about it," Stern said. "Comcast is walking the walk."