TURNER CABLE NETS TO AIR ADS IN “REAL TIME”

As part of its “Real Time Now” strategy to make the commercials appearing on its cable networks more topical and reflect the current interests exhibited in the social media, Turner Broadcasting has established a “war room” where staffers are being instructed to produce commercials for its advertisers at breakneck speed (a day or two), Advertising Age reported on Thursday. The war room is being staffed by writers, producers, marketers, legal and public relations people who will consult with ad agencies but will have editorial control of the final ad, the trade publication indicated. Frank Sgrizzi, who heads ad sales and marketing for Turner, told Ad Age, “We are taking the burden off the agency and advertiser since we have the production capabilities and distribution to put it all together quickly.”