|OMD retains newspaper and radio buying.
In a statement issued today, Cingular said it "inherited two agencies following the acquisition of AT&T Wireless and we are keeping OMD and Mediaedge on our roster, both with substantial portions of our business."
However, executives familiar with the situation said that following the merger, each media company pitched for the business. Mediaedge:cia won all strategic decision-making for media, including planning, and all broadcast media.
Going forward, Mediaedge:cia will handle 60% of the account, with OMD retaining the remainder. OMD will handle newspaper and radio buying, while Mediaedge:cia will handle other media, including TV and outdoor, according to an executive close to the situation.
According to TNS Media Intelligence, Cingular in 2004 spent $336.5 million on TV advertising, or 40.4% of its budget, while it spent $428.4 million on newspaper advertising, or 51.4% of its budget. Radio accounted for $12.8 million in spending, or 1.5%. Other categories included magazines, $27.7 million or 3.3%; Internet, $20 million or 2.4%; and outdoor, $8 million or 1%.
Creative was not part of the review at this time, one executive familiar with the situation said.
The largest wireless company has been bombarding the airwaves with ads since federal regulators approved its merger with AT&T Wireless last October. The campaign, with the tagline "Raising the bar" and touting the network's coverage, is crafted by Omnicom's BBDO Worldwide.
Prior to the merger, Mediaedge:cia was AT&T Wireless's media agency.
An OMD representative referred calls to Cingular. Mediaedge:cia executives could not be reached for comment.