Cablevision Builds Its First Branding Campaign In A Decade Around “Optimum”

The new sales effort puts a spotlight on Kristin Dolan, who’s Cablevision‘s senior EVP Product Management and Marketing — and also happens to be the wife of CEO Jim Dolan, and a member of the boards of Cablevision, AMC Networks, and Madison Square Garden. A long-time Cablevision employee, she formally took charge of Cablevision’s image machine last November. But analysts noted that her power at the company grew early this year as several top execs left, including COO Tom Rutledge and Marketing EVP Jonathan Hargis. (Both are now at Charter Communications.) BTIG analyst Rich Greenflield said in March that Jim Dolan decided to take control of operations because he blamed the old guard for allowing the company to lose ”both its technology and marketing edge.” Marketing is especially important for Cablevision. It faces stiff competition from Verizon FiOS in many of its systems in the tri-state area around New York. The company’s shares are down 7.7% over the last 12 months, a stark contrast to Time Warner Cable’s +43.7% and Charter’s +64.8%. (more…)

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