Optimum,a brand of Altice USA, Brand Platform

Altice USA has restructured its management hierarchy and launched an advertising and brand campaign, “Where local is big time,” for its Optimum brand. The Altice advertising aims to reinforce the company’s local focus.

“We know how much our communities rely on us to stay connected, so how we show up for them matters to us,” said Optimum president of consumer services David Williams in a prepared statement. That’s why it is important our brand reflects our customer-first ethos and reinforces our local commitment combined with our ability to deliver world-class connectivity at a great value today and into the future.”

The brand campaign begins rollout today. Altice advertising will involve television, radio, social media, streaming audio, out-of-home advertising, digital display and other media. Two ad spots – “Wrong Class” and “Investigation” will be highlighted, in the platform, which was developed with Publicis O1, Altice’s agency of record.

The “brand commitment” was developed during an 18-month period, the company says. New local leadership has been put in place across the company, which serves about 4.7 million homes and businesses across 21 states.

The vice presidents and general managers now in place are Jesse Garcia (Optimum Mid Central); Elton Hart (Optimum Mid Atlantic); Vic Pascarelli (Optimum Northeast); Kathleen Preston (Optimum West Pacific) and Sean O’Connell (Optimum Texoma).

Elements of the new structure and brand:

  • Senior leadership teams embedded directly in the company’s regions to meet the needs of local communities.
  • Enhanced customer communications tools and channels aimed at providing more customer care touchpoints and increased digital self-service support options.
  • Connectivity products and offerings, notably Optimum Fiber, Optimum Mobile, Optimum Stream and Optimum Complete, a line of Internet + Mobile bundles
  • Upgraded broadband networks, bringing 1 Gig service to more than 96% of the Optimum footprint and multi-gigabit symmetrical speeds of up to 8 Gig to over 2.7 million passings.
  • Deepened community commitments by giving back through partnerships with leading organizations including DonorsChoose, FIRST, and the Boys & Girls Clubs of America.

It’s a busy week for Optimum. In addition to the restructuring and brand introduction, the company said it would bring an FTTH network to Montclair and West Orange, N.J. The network is expected to become operational by the middle of the year.

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