AT&T, the second-largest advertiser in the US, has picked BBDO New York as the lead agency on its $3.3 billion account. BBDO's Omnicom stablemate, GSD&M in Austin, Texas, which had been the lead consumer and branding agency for AT&T, remains on its roster.
However, it is understood that GSD&M will now report to BBDO rather than directly to the client. The Rogers Townsend agency in St Louis will still handle other AT&T assignments.
The roster changes reflect the strategy set for AT&T by its newly appointed chief executive, Randall Stephenson, to concentrate on wireless and mobility.
The company has launched a series of branding efforts since December 2005, when it put $500 million behind a GSD&M campaign under the theme: "Your world. Delivered."
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