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Under AT&T Corp.'s $48 billion merger plan with cable TV giant Tele-Communications Inc. announced last week, the new AT&T Consumer Services division will phase out the TCI brand in favor of AT&T.

"TCI acknowledges they feel their well-being is served best with a name such as AT&T, which is so well-known," said an AT&T spokesman. "TCI is welcoming AT&T and looking forward to a name change."

While advertising and other marketing details have not been worked out, such as whether TCI will keep its agencies and how the newly branded service will be marketed, it seems likely that the loss of the TCI identity means its marketing and branding efforts no longer will be needed.

Jordan McGrath Case & Partners, New York, and Ryan Partnership, Westport, Conn., have handled TCI's account. Jordan McGrath's latest work broke in March, backing TCI Cable.

"AT&T has a good name and good agencies. It's just a matter of developing a pertinent message and getting it to the right people," the AT&T spokesman said.

AT&T's core agencies are Foote, Cone & Belding and Y&R Advertising, New York.

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