Retevision will begin competing with Telefonica early in 1998 and has fixed a first-year communications and image budget of around $20 million, though this will grow significantly as the company introduces new mainstream services. It will offer both national and international calls.
Tiempo pitched for the account against FCB/Tapsa, Lorente, Tandem DDB and Publicis, which carried out an institutional campaign for Retevision in 1996.
Starting in 1998, telephone subscribers will be able to choose their own phone numbers, regardless of the phone company they use.
Copyright December 1997, Crain Communications Inc.