- US telecoms firm Bell Atlantic has awarded its media buying business to a partnership of its incumbent agency, Zenith Media, and Media Direct Partners.
The two agencies united to pitch for Bell Atlantic's business, which spans both above the line media and direct response buying. They will operate a joint Bell Atlantic media buying unit to be located in New York.
The pair won the business following a competitive pitch against a number of undisclosed agencies.They will handle broadcast and newspaper buying for Bell Atlantic's corporate advertising, its telephone company value added services, and Bell Atlantic Information Services Group, which produces Yellow and White Pages directories and Big Yellow, the on-line directory.
Zenith/MDPI will also assume broadcast buying for Bell Atlantic Mobile beginning in the first quarter of 1999.
The media review does not affect Bell Atlantic's creative advertising, which remains split between Arnold Communications, Bozell Jacobs Kenyon & Eckhardt, Burrell Communications, Draft Worldwide, The Lord Group, and Tierney and Partners.
Bill McCarron, Bell Atlantic executive director of media services, said: "This was a difficult choice because we received very creative, professional and efficient proposals from all the finalists in the review. We are truly happy to continue the relationship with Zenith Media, and welcome MDPI to the Bell Atlantic account."
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