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(May 30, 2001) -- Agency pitches are set for next week in the review for AT&T Wireless' $400 million account.

Pitch meetings start June 4 and could conclude by week's end. The finalists are True North Communications' FCB Worldwide, New York; Publicis Groupe's Fallon, Minneapolis; WPP Group's Ogilvy & Mather Worldwide, New York; and Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif. MagikBox, Cos Cob, Conn., is handling the review, which began in March.

FCB, New York, is defending the account; the agency's San Francisco office held the account since 1995.

AT&T Wireless, which expects to spin off from AT&T Corp. by July, has asked finalists to outline their vision of the wireless category. The broad brief calls for insight on mass marketing, brand and consumer offers; no creative was requested for the pitch.

Agency pitches are likely to include mounds of research and data on the wireless market and consumer usage patterns. A final decision is expected sometime in June. -- Tobi Elkin

Copyright May 2001, Crain Communications Inc.

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