CTAM CEO Char Beales presented Turner Broadcasting with the "Top of the Mark Award" for the "Conan on TBS 2011 Launch" integrated campaign as the Cable & Telecommunications Association for Marketing celebrated 194 Mark Award winners.
CTAM members chose 64 gold, 75 silver and 55 bronze winners.
TBS succeeded in engaging the rabid team "Coco" fans by letting Conan be Conan and won over a whole new viewing audience by using traditional media in unconventional ways, the organization said.
Beales also handed out CTAM's "Most Innovative" award to History for "History Foursquare," an initiative that used the social media check-in function to introduce young adults to the premiere of "America The Story of Us."
Among all content providers, HBO received the most awards, winning a total of 23 awards. Disney ABC Networks Group followed with 21. ESPN and National Geographic Channel shared the distinction of winning the most awards for a single basic cable network with 12 each.
Time Warner Cable won the most Mark Awards among cable companies with nine, followed by Cox Communications with eight.
Teams of experienced marketing and agency executives chose the winners over four days of judging in Washington, D.C. and New York City. More information is available at www.markawards.com.
Meanwhile, Showtime Networks Inc. was named the 2011 inductee into the CTAM Hall of Fame, marking the programmer's second consecutive trip to the industry's marketing shrine.
Showtime was honored during CTAM in New York for "The Marketing of Dexter." Don Buckley, executive vice president, program marketing and digital services, Showtime Networks, Inc., accepted the award on behalf of the team behind the work.
In 2006, Showtime faced an unprecedented marketing challenge - launching a new series whose central character was a vicious, psychopathic killer. Today Dexter is the highest-rated series in the network's history with more than 5 million viewers an episode.
Showtime leveraged that ratings success to create a vast multimedia Dexter brand including: the top-selling DVD, animated webisodes, mobile phone apps and games and close to 9 million fans on Facebook.
Since its inception in 1997, the CTAM Hall of Fame has honored campaigns that have exemplified extraordinary marketing creativity and success. Qualifying work must have been launched a minimum of five years prior to the date of induction, and must demonstrate a powerful and lasting impact on the nominated company and or the cable industry. A panel of 25 senior marketing and agency executives selects the inductee.
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