This may look like a boring corporate announcement, but it’s pretty important. Lots of ad agencies were eager to win Comcast’s business — wrapping its image-making up with NBCUniversal’s — even though the assignment is monstrously complicated and risky. Comcast is determined to raise NBC from its No. 4 rank in prime time. That means it has a lot riding on the campaigns that Maxus develops to introduce new shows. And like most cable operators, Comcast could use an image makeover from ad agency SMG at a time when millions of consumers are wondering whether to cut the pay TV cord.

Statement from Comcast Corporation and NBCUniversal on the Completion of their Media Agency Review

After a thorough media agency review for our diverse business portfolios, we have selected Publicis Groupe’s SMG and GroupM’s Maxus as our media strategy and planning agencies. The combined accounts are worth in excess of $1B. SMG will continue to support Comcast Cable and add the NBCUniversal theme parks to its portfolio. Maxus will support NBCUniversal’s domestic properties, while GroupM’s MediaCom will continue to represent the company’s media interests outside the US. The decision to consolidate our media agencies was made in order to streamline the way our companies conduct business. We appreciate the tremendous work, creativity and talent of all the world-class media agencies that participated in the review process

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