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AT&T to consolidate media account

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San Antonio—AT&T plans to issue an RFP to its incumbent media agencies in an effort to consolidate its media planning and buying at a single agency, the company said Tuesday.

In a statement, AT&T said its move to consolidate its media account with one agency is part of the company’s ongoing efforts to maximize efficiencies as a result of AT&T’s acquisition of BellSouth last year. AT&T has hired a consultant to assist its review and plans to have a decision by the end of the year.

Financial details of the RFP were not disclosed.

Currently, GSD&M handles wired media planning and buying; Initiative handles wired media buying for the southeastern region; Mediaedge:cia handles wireless media planning and buying; OMD manages wireless print; and Digitas manages wireless digital planning and buying.

—Kate Maddox

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