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AT&T names BBDO as lead agency

Published on .

New York—AT&T, the nation’s second-largest advertiser, has shifted lead agency responsibilities for its estimated $3.34 billion account to Omnicom Group’s BBDO, New York, according to a report from BtoB sibling publication Advertising Age.

BBDO has been the agency for what was Cingular Wireless, now AT&T's mobility unit.

GSD&M, Austin, Texas, which had been lead consumer and branding agency for AT&T and Southwestern Bell before it, remains on the AT&T roster with the same duties for consumer-products advertising. However, while both Omnicom shops reported equally to AT&T marketing executives in the past, GSD&M will now report to BBDO, according to executives familiar with the situation.

Agencies such as Rodgers Townsend, St. Louis, continue with their assignments for other pieces of the AT&T business.

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