Verizon Wireless consolidates local marketing duties

Verizon Wireless said it consolidated its advertising agencies for all its local advertising efforts, naming Hill Holliday Connors Cosmopulos’ Erwin-Penland unit in Greenville, S.C., its new ad agency. Previously, the account was split between Erwin-Penland in the southern U.S. and Hill Holliday’s New York office in the northeast.
In addition, Global Hue, based in Detroit, will add duties as the lead multicultural ad agency for local markets. Global Hue is Verizon Wireless’ multicultural agency for national advertising.
And finally, Publicis Groupe’s Zenith will handle account service and creative support to advertising in the marketer’s local markets nationwide.
In May, Verizon Wireless’ parent company, Verizon Communications Inc., named Zenith the ad agency for its national media buying for corporate and wireless advertising. Zenith also handles local and regional media planning and buying. Interpublic’s Universal McCann handles national planning duties.
Previously, eight agencies in six markets handled Verizon Wireless’ local accounts.
“With this lineup of agency talent, we will enhance our national branding and advertising efforts with an even stronger coordinated effort on the local level,” said Mike Lanman, VP and chief marketing officer for Verizon Wireless.
In the past, Verizon’s landline and wireless units each used a full roster of ad agencies. In May, however, Verizon unified marketing for the units and shifted its $1.9 billion advertising and media accounts to a handful of agencies to save money and develop an integrated marketing effort across all Verizon brands. Some 20 creative and media buying shops were whittled down to 10, with Interpublic’s McCann Worldgroup, the agency for Verizon Wireless, named the agency for combined ad strategy.
Alice Z. Cuneo is a reporter with Advertising Age, a sister publication to RCR Wireless News. Both publications are owned by Crain Communications Inc.