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AT&T to Shift All Ad Work to 1 Agency

Five firms currently handle telecom titan's $3.3B budget

By Jonas Oransky,  Newser Staff

Posted Aug 28, 2007 4:50 PM CDT

(Newser) – AT&T plans to turn its decentralized media buying and planning over to one advertising agency, and the five incumbents are in the running for the business, which Advertising Age values at $3.345 billion for 2006. The telecom giant, the second-largest advertiser in the nation, says it is “pleased with the work” of all its agencies but it must “maximize efficiencies.”

A decision is expected by the end of the year. GSD&M, Mediaedge:cia, OMD, Initiative, Digitas, and lead agency BBDO make up the patchwork quilt created by AT&T's acquisition of BellSouth and conversion of Cingular to AT&T wireless. The company has projected a 20% saving on advertising and marketing as a result of the consolidation.

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IMG_1616   ((c) miyagawa)
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IMG_0086.jpg   ((c) mrbill)
AT&T Central Office
AT&T Central Office   ((c) mrbill)
iPhone anticipation
iPhone anticipation   ((c) JenniferWoodardMaderazo)
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