AT&T challenges agencies on ROI

Article Abstract:

AT&T Business Services will require advertising agencies interested in its advertising account to provide accurate measures of its return on investment. The agencies pursuing the company's $100-million account are Schifino Lee of Tampa, FL, FCB Worldwide of Chicago, IL, and Young & Rubicam of New York City. Bill O'Brien, AT&T's VP for marketing, said the ad agencies would be asked to submit an integrated marketing campaign. O'Brien added that the agencies would also be asked to devise their own way of measuring their success.

Specialized Telecom Services, Wired Telecommunications Carriers, Advertising, New York, Internet services, AT&T Corp. AT&T Business Services

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What impresses clients

Article Abstract:

Clients want advertising agencies to be aware of their brands and to respect them.

Canada, Strategy & planning, Advertising agencies, Agency Planning/Goals

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