BtoB

Cingular rebrands as AT&T

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San Antonio—Following its acquisition of Cingular, AT&T is rebranding the wireless service as AT&T, beginning today.

AT&T is launching an integrated campaign to announce the rebranding effort, including TV, print and online.

The campaign kicks off with several creative executions called “Raising It Higher,” which morphs Cingular’s “Raising the bar” tagline into an image of the AT&T globe.

The consumer portion of the campaign was developed by GSD&M, Austin, Texas, and the b-to-b component was developed by BBDO Atlanta.

The budget was undisclosed.

—Kate Maddox

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