Cocooning via Cablecom

HvM positions Cablecom as provider of the info and entertainment worldAfter the launches and relaunches of various products, the long-awaited umbrella brand campaign for Switzerland's largest cable network operator, Cablecom, is finally following. The delay was due less to the will of Zurich-based in-house agency Honegger von Matt (HvM) than to Cablecom's internal complex new constellation. Months of changes had to pass through Helvetia's networks. First came the CHF 5.8 billion takeover of Cablecom shares from Swisscom by the American-British cable TV company NTL Inc., then the change of legal form from AGs to GmbHs, until the final decision was made recently: The well-known Cablecom brand is to remain and serve as the foundation for the future corporate strategy. The brand claim created and humorously implemented by HvM is therefore thoroughly visionary: "The whole world comes home to the consumer. Faith Popcorn's cocooning vision sends its regards. page 10