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Telecommunications industry

AT&T Selects Young & Rubicam as Global Brand Agency in Latin America and Asia

Strategic Insights

— 1 min read

AT&T Corporation, a leading telecommunications company, has chosen Young & Rubicam (Y&R) as its global brand agency for Latin America and Asia, replacing Ogilvy & Mather, which had held the account previously. The decision was made after a three-month review process that included other top agencies, such as McCann-Erickson Worldwide and Foote, Cone & Belding. Y&R's strong presence in the region, excellent presentation, and successful track record were key factors in the selection process.

Key Takeaways:

  • AT&T has selected Young & Rubicam to handle its global brand accounts in Latin America and Asia, replacing Ogilvy & Mather.
  • The combined billings for the account were not disclosed, but Adweek estimated them to be $100 million.
  • Andrew B. Myers, AT&T's spokesman in New York, cited Y&R's excellent presentation and experience in the region as crucial factors in the decision.
  • Y&R was chosen after a three-month review process that included McCann-Erickson Worldwide and Foote, Cone & Belding.
  • The account had previously been held by Ogilvy & Mather.
  • This is not the first time AT&T has dropped Ogilvy; in June, it also dropped the agency from its roster after Ogilvy won an IBM account valued at $500 million.
  • This decision comes after a successful week for Y&R, which retained its estimated $70 million to $90 million account with the United States Postal Service and won an estimated $40 million account with the Ford Motor Company in Europe.

Statistics:

  • Combined billings for the AT&T account: $100 million (estimated by Adweek)
  • Value of the AT&T account dropped by Ogilvy & Mather: Not disclosed
  • Estimated value of the IBM account won by Ogilvy: $500 million
  • Estimated value of the United States Postal Service account retained by Y&R: $70 million to $90 million
  • Estimated value of the Ford Motor Company account won by Y&R in Europe: $40 million
  • Value of the AT&T European account: Approximately $50 million

Sources:

  • Adweek
  • Advertising Age
  • AT&T Corporation
  • Young & Rubicam

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