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International: O&M Worldwide wins $400 million AT&T Wireless account

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International: O&M Worldwide wins $400 million AT&T Wireless account

Ogilvy & Mather Worldwide, New York, won AT&T Wireless' $400 million advertising account after a grueling four-month-long review process. The agency was pitted against formidable talent -- Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif., and Interpublic Group of Cos.' Foote, Cone & Belding, New York.

The review, coordinated by MagiKbox, Cos Cob, Conn., came to a head on June 29 when the three agency finalists provided summaries of their pitches to AT&T Wireless executives. There were nearly 40 marketing people in attendance at that meeting, including the company's chairman-CEO, John Zeglis.

Ogilvy was chosen because it was felt that the agency seemed to have a strong grasp of the future for wireless services, and the evolving convergence of the mobile Internet, computing and wireless data. Ogilvy’s portfolio also includes IBM Corp. and Motorola.


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