 Consumer Marketing and Advertising
Brand/Image Awareness:
Communications designed
to increase the level of brand awareness and/or change the perception of a
product, service, program network, company or distributor.
Distributors
TV
Commercials
 Keeping You Turned
ON - Brand Launch
Cogeco Cable
“Your Friend in the
Digital Age" Brand
Television
Cox Communications,
Inc.
Programmers / Suppliers
Campaign
New York Launch
Campaign
National Geographic
Channel
Without Sports...
ESPN, Inc.
TV Commercials
Biography "Celebs"
A&E Network
Delivery Boy/Young
Love/Park/Masai
Food Network
The Movie Network
Scrambled Campaign
The Movie Network
Interstitial On-Air
Promotion
Line-Up Interstitial
Cartoon Network
A Morning in the
Life
Cartoon Network
Reverse Image Spot
Court TV
Grover Song
Noggin/The N
TLC Network ID's
TLC
All Other Media
Marketing Loop Tape
National Geographic
Channel
And Everything In
Between
AMC Network
Sports Dream
Disney Channel
The Fine Living
"Reveal" Campaign
Fine Living Network
USA Today Print
Campaign
National Geographic
Channel
Customer Acquisition:
Communications
designed to persuade
non-customers to
purchase new
service, such as
multichannel video,
high-speed Internet,
telephone or a group
of bundled services.
Distributors
TV Commercials
"Feel This Way" TV
Spots
Cox Communications,
Inc.
Optimum Online
Acquisition:
Dancer/Solar System
Cablevision Systems
Corporation
"Proposal" - A DRTV
Spot with Results
Cox Communications -
Northern Virginia
Satellite Guy
LA Cable CO-OP
The Time Zone
Time Warner Cable -
Raleigh Division
Direct Mail
AT&T Broadband
Digital Telephone
Service - 3 Phones
AT&T Broadband -
Portland, Oregon,
and Sullivan Direct
Segmented Direct
Mail Campaign
Cox Communications -
Northern Virginia
Programmers / Suppliers
Campaign
HSN Customer - Cable
Acquisition Campaign
HSN
Direct Mail
HSN Customer - Cable
Acquisition Campaign
HSN
Customer Upgrade
/
Ancillary Revenue
Communications designed
to persuade existing
customers to add
service, such as the
expanded basic tier,
premium program
networks, digital cable,
PPV, VOD, home shopping,
high-speed Internet,
telephone service,
bundled services,
additional outlets, home
networking, and/or any
other a la carte
service, product or
program tier.
Distributors
TV Commercials
Cable One Digital
Upgrade "Hospital"
Cable One
Charter Pipeline
Profiles
Charter
Communications
Magic House
Time Warner Cable
Direct Mail
Our Most Daring
Offer Yet
Knology, Inc.
cablecom hispeed
internet - "Laptop"
direct mail
cablecom, GmbH
Programmers / Suppliers
Campaign
MTV2 Spankin' New
Music High-Speed
Access Promotion
MTV2
HBO/Cinemax The
Sopranos Acquisition
Campaign
Home Box Office,
Inc.
Second Season Queer
As Folk DVD and Home
Video Release
Showtime Networks
TV Commercials
Theft of Service
Court TV
TV Land/Cox
Communications
Batman Telephony
Spots
TV Land & Cox
Communications
All Other Media
"Always More to
Explore" High Speed
Exploration Kit
Fox Cable Networks
Customer Retention:
Communications
designed to persuade
existing customers
to stay with their
present distribution
company or level of
service, rather than
switch to another
provider of the same
or similar services
or to downgrade
current services.
Distributors
All Other Media
Anti-DBS Radio
Cablevision
Adelphia Anti-DBS:
101 Uses for the
Dish
Adelphia
Anti-DBS - Customer
Testimonial Spots
Comcast
Cable in the Rain
Time Warner Cable
Programmers / Suppliers
All Other Media
Save-a-Sub Postcard
Showtime Networks
Inc.
AT&T & CMT Keith
Urban Customer
Appreciation Concert
CMT: Country Music
Television/MTV
Networks
Program
Promotion/Tune-In:
Communications
designed to persuade
customers to tune in
to a particular
cable network
program or series.
This category is for
Programmers / Suppliers
only
Campaign
TLC's Trading
Spaces: Live From
Las Vegas Special
TLC
Kim Possible
Disney Channel
2002 MTV Video Music
Awards
MTV
Taboo Tune-in
Campaign
National Geographic
Channel
TLC's Trading
Spaces: Fall 2002
Season
TLC
TV Commercials -
Single
Brad Pitt Double
Bill
Alliance Atlantis
Broadcasting Inc -
Showcase Diva
Biography of the
Year/Tune-in
A&E Network
Who's Been Naughty
Film Festival
Alliance Atlantis
Broadcasting Inc. –
Showcase
The 9/11 Year
The History Channel
TV Commercials -
Series
31 Days of Oscar:
"Rocky Spot"
Turner Classic
Movies
Biography "What If"
A&E Network
Oz New Season
Alliance Atlantis
Broadcasting Inc. -
Showcase
Prime Time Campaign
2002
HGTV
Talk Sex: Delivery
Series Generic
Oxygen Media
Print
2002 Biography of
the Year
A&E Network
Interstitial On-Air
Promotion and Trailers
Ice Age Movie Tie-In
Discovery
Communications, Inc.
Best Vets Weekend
AMC Networks
Gangs of New York
Movie Tie-In:
Uncovering the Real
Gangs of New York
Discovery
Communications, Inc.
Degrassi Season 2
Promotion
Noggin
Star of the Month:
Kirk Douglas
Turner Classic
Movies
Online Media
"Focus on the
Unexpected" Email
and Mini-Site
Fox Cable Networks
Unchained Memories:
Readings from the
Slave Narratives
HBO
Rose Parade
E-Greeting
HGTV
All Other Media
Storm Stories Press
Kit
The Weather Channel
2002 Biography
Branding Radio
A&E Network
Michael Crowe
Trailer
Court TV
The Believer Outdoor
Showtime Networks
Inc.
Egypt Land of the
Gods Outdoor
The History Channel
Multicultural
Marketing:
Communications designed
to sell or promote a
company, network,
program, product or
service to a targeted
ethnic group.
Distributors
All Other Media
Because We Care -
International Spots
Time Warner Cable -
Los Angeles Division
Programmers / Suppliers
Campaign
"Joe and Max"
Campaign
Starz Encore Group
HBO's Rhyme and
Reason Summer
Campaign
HBO
2002 Univision
Networks World Cup
Promotion
Univision Television
Group, Inc.
All Other Media
Black History Month
2002 "Legacies"
Starz Encore Group
"Slave
Narratives/Black
History Month"
HBO
Web Site Promotion:
Communications designed
to attract consumers to
a Web site.
Distributors
No winners
Programmers / Suppliers
All Other Media
@Toon - Toon Disney
Interactive Block
Toon Disney
The N.com
Noggin
New Product Launch
Communications
designed to market a
new product, which
had the first
offering by that
company during the
entry year, such as
a cable network;
digital cable
service; high-speed
Internet/broadband
service; VOD;
interactive; home
network; telephone;
consumer magazine
brand extensions.
Distributors
Campaign
VOD Launch Campaign
Cox Communications,
Inc.
On Demand from
Comcast Digital
Cable: "Pick a Show,
Play It Whenever"
Comcast Cable
Programmers / Suppliers
Campaign
Notify! By The
Weather Channel -
Product Launch
Campaign
The Weather Channel
All Other Media
ESPN Broadband
CD-ROM
ESPN
VOD How-to-order
Tutorial (Pioneer
Passport Time Warner
Version)
iN DEMAND
Trade Talk
Motorola
Consumer
Contests/Sweepstakes
Communications designed
to promote a product,
service, network or
program by involving the
consumer in a
promotional contest.
Distributors
No winners
Programmers / Suppliers
Campaign
Hallmark Keepsake
Sweepstakes Campaign
Hallmark Channel
Disney Channel's
Playhouse Disney
Stanley A to Z
Disney Channel
Request the Best
Sweepstakes
A&E Television
Networks
ESPN Football
Fantasy Sweepstakes
ESPN, Inc
The Road to The
Winston Sweepstakes
Fox Cable Networks
All Other Media
Degrassi NHL
Sweepstakes
Noggin/The N
Summer of Style
Sweepstakes Spot
WE: Women's
Entertainment
Trade or Business-to-Business Marketing
Internal Marketing
Communications:
Communications designed
to educate, inform
and/or motivate internal
personnel about
corporate marketing
efforts. (Human resource
materials are excluded.)
Distributors
Campaign
Star Search 2002
Mediacom
Communications
Corporation
Programmers / Suppliers
All Other Media
Pop Culture Tape
National Geographic
Channel
Brand Book
Court TV
The Pages Online
MTV Networks
Program Network
Affiliate
Communications
Communications designed
to promote programming,
and to educate, motivate
and/or inform current
and potential
affiliates. (May include
affiliate CSR training
initiatives.)
This category is for
Programmers / Suppliers
only
Campaign
SHOinfo Launch
Campaign
Showtime Networks
Collateral & Premiums
GSN Buzzer
Game Show Network
ABC Family 25 Days
of Christmas
Wrapping Kit
ABC Family
Safety Challenge
Back-to-School Lunch
Box Mailing
Court TV
Fox Movie Channel -
Movie Lover's
Popcorn Package
Fox Cable Networks
Print
ADD SOME SOAP OPERA
TO YOUR LIFE -
SOAPnet Trade
Advertising Campaign
SOAPnet
The South Park 5th
Year Anniversary PPV
Special
Comedy Central
HBO/Cinemax "No One
Tops Us" Trade Ad
Campaign
Home Box Office,
Inc.
2002 Trade Ad: Put
the Brakes on
Digital Churn
Mag Rack
Tickets or TNT / NBA
on TNT Trade Ad
Turner Network
Television
Direct Mail
Toon Disney
Lenticular Postcards
Toon Disney
DIY Fall 2002
Prospect Mailer
Scripps Networks
Storm Stories
Journal Mailer
The Weather Channel
Sales Video
TV Land/Nick@Nite
Upfront
TV Land/Nick@Nite
Mobile Investigation
Unit
Court TV
G4 Sales Video
G4 TV
TCM 2002 Sales Video
Turner Classic
Movies
Online Media
HBO/Cinemax
Connections
HBO
ESPN Affiliate Zone
(http://AffiliateZone.ESPN.com)
ESPN, Inc.
Lifetime's Breast
Cancer Heroes
Lifetime Television
SHOinfo CCP Web Site
Showtime Networks
www.TurnerResources.com
Turner Network Sales
Kit
Steven Spielberg
Presents Taken
Affiliate Marketing
Kit
SCI FI Channel
ESPN Winter X Games
VII Promotional Kit
ESPN
Fox Sports Digital
Nets Marketing Kit
Fox Cable Networks
Group
National Geographic
Channel Launch Kit
Fox Cable Networks
Hallmark Keepsake
Sweepstakes
Affiliate Kit
Hallmark Channel
All Other Media
RedZone Magazine
Showtime Networks
Passport to
Multicultural
Marketing
International
Channel Networks
2002 NCTA DVD: The
Churn Solution
Mag Rack
Local Ad Sales
Marketing
Communications designed
to acquire local
advertising business or
upgrade existing local
advertising accounts.
(TV commercials produced
on behalf of those
accounts are excluded.)
Distributors
Campaign
TLC's A Makeover
Story Promotion
Cox Media
ESPN's 2minuteDRILL
Cox Communications'
Local Tour
Cox Media
Programmers / Suppliers
All Other Media
Be Your Own Hero
Sales Kit
Lifetime Television
16th Annual Fox
Sports Net Sports
Awards
Fox Sports Net
Chicago (A Rainbow
Sports Network)
Trade Services
Marketing
(formerly
"Technology and
Service Trade
Communications")
Communications
designed to promote
trade services and
products to current
cable clients,
affiliates and
partners, or
prospects, including
technology and
equipment; hardware,
software or
middleware; billing
systems; data
management and
customer service
support; research;
or any other similar
services that enable
cable companies or
networks to do
business.
This category is for
Programmers / Suppliers
only
All Other Media
CSR Quotes
CSR Inc.
Competition Through
Cooperation
National Cable TV
Co-op
Business Services
Marketing
Communications designed
to promote and sell
cable services to the
business sector. Such
services might include
high-speed Internet
access or telephone.
This category is for
Distributors only.
Cox Fiber
Cox Business
Services
Nontraditional Marketing
Integrated Marketing
Communications
Communications designed
to satisfy a combination
of integrated marketing,
public relations and/or
ad sales goals (must
satisfy at least two out
of three), such as
building network
awareness, program
promotion and tune-in,
cable product and
service sales, enhanced
community image, and
increased ad sales
revenues.
Distributors
Campaign
Integrated
Promotions Marketing
and Ad Sales for HBO
Cox Communications
Programmers / Suppliers
Campaign
TOP OF THE MARK
WINNER
Fight For Your
Rights: Protect
Yourself
MTV
SciFi Upfront Sales
Presentation
Sideshow
Cartoon Network's
"Trick-or-Treat for
Unicef" 2002
campaign
Cartoon Network
A Johnson & Johnson
Spotlight
Presentation DOOR TO
DOOR
Turner Network
Television (TNT)
All Other Media
Mobile Investigation
Unit
Court TV
The Fine Living
Island Launch
Fine Living Network
WinTuition Answer
Kid Talent Search
Game Show Network,
LLC
Johnson County War
Stampede
Hallmark Channel
Crisis Response
Marketing
Communications developed
and executed in direct
response to an
unexpected or emergency
situation in the
marketplace, and relied
on innovation and quick
thinking, rather than a
more strategic and
budgeted plan.
This category is for
Distributors only.
There were no
winners in this
category this year.
Wild Card
Marketing efforts that,
due to some unique
feature(s), don’t fit
any of the other Mark
Awards categories.
Entrants will be
penalized for submitting
a “wild card” entry that
is an obvious fit with
an existing category.
Distributors
Campaign
Test Drive Adelphia
Power Link: Retail
Campaign
Adelphia
All Other Media
CHSI Retail Kiosk
and Interactive
CD-ROM
Cox Communications,
Inc.
Programmers / Suppliers
Campaign
"The Biography 15
Years Celebration"
A&E Network with
Civic Entertainment
Group
SOAPnet's Affiliate
Super Soap Weekend
Event
SOAPnet
All Other Media
The Anvil: 2002
Cartoon Network
Yearbook
Cartoon Network
Friend or Foe
Guerilla Marketing
Campaign
Game Show Network,
LLC
Bang Bang You're
Dead PSA
Showtime Networks
Ben & Jerry's
Packaged Sales Day
Showtime Networks
WE Greeting Cards
WE: Women's
Entertainment
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