MCI's Ivan Ads Spark Heated Debate

MCI Communications Corp. has rolled out its Ivan ads, targeting state and federal regulators in Washington and Albany, in a bid to gain access to Baby Bell networks. The ads, which depict a somber-looking Russian named Ivan complaining about lack of free market economics and high prices in his local phone service, have been met with fierce criticism from competitors. The Baby Bells, still prohibited from competing for long-distance business, accuse MCI, AT&T, and Sprint of seeking a "free ride" into local markets.

Key Takeaways:

• MCI plans to expand its Ivan ads campaign to other parts of the country, targeting markets where regulators are judging efforts to open markets.
• The ads are aimed at regulators in Washington and Albany, as MCI seeks to gain access to Baby Bell networks.
• Competitors, including Bell Atlantic, Bell South, and the U.S. Telephone Association, have publicly criticized MCI's ads, calling them a "propaganda campaign."
• The Baby Bells claim that MCI and its competitors want to get into local markets without building their own networks.
• MCI's spokesman, Peter Lucht, said the company will continue to run the Ivan ads, citing the "sincere" nature of imitation from competitors.

Statistics:

• MCI's Ivan ads campaign is expected to exceed $500,000 in spending.
• The campaign includes radio ads, newspaper inserts, and billboards in Washington and Baltimore.
• 25 billboards will be placed in Washington and Baltimore, with 10 cities set to receive newspaper inserts next month.
• MCI has been critical of the Baby Bells' refusal to allow competitors access to their networks.

Sources:

• "MCI's Ivan Ads Spark Heated Debate"

+ Eric Fisher's Advertising and Media