AT&T has consolidated it estimated $3.4 billion media account with WPP Group’s Mediaedge:cia, according to executives familiar with the review.
Omnicom Group’s OMD, along with GSD&M’s Idea City as one team, and Publicis Groupe’s Digitas, were also finalists.
Prior to the review, Mediaedge:cia handled AT&T’s wireless media planning and buying. GSD&M handled media planning and buying, including digital, for the telecom’s landline business, and OMD handled print for the wireless unit. Publicis’ Digitas handled wireless digital planning and buying.
The telecom put out a request for proposals to incumbents in August. Interpublic Group of Cos. media agency Initiative was an early contender, but pulled out due to conflicts.
Select Resources International in Santa Monica, Calif., handled the review.
The consolidation comes after the telecom shifted lead-agency responsibilities earlier this year from GSD&M’s Idea City to Omnicom sibling BBDO, which formerly was the agency for Cingular Wireless, now AT&T’s mobile unit.
Megan McIlroy is a reporter for Advertising Age, a sister publication for RCR Wireless News. Both publications are owned by Crain Communications Inc.
