Bell Atlantic picks Zenith

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Bell Atlantic Corp., New York, assigned its $200 million consolidated media buying account to Zenith Media and Media Direct Partners, both New York, effective Aug. 1. The two agencies formed a team for general-market and direct-response buying. The Zenith team will handle fourth-quarter broadcast buying for Bell Atlantic corporate advertising, telephone company value-added services and Bell Atlantic Information Services Group (Yellow Pages, White Pages and online directory Big Yellow). Starting in the first quarter of '99, the team will do Bell Atlantic newspaper ad buying and broadcast buying for Bell Atlantic Mobile.

Bell Atlantic media buying had been split among Zenith Media, Arnold Communications, Boston, and New York agencies TBWA Chiat/Day and TN Media. All pitched the consolidated assignment; Arnold teamed with Draft Worldwide, Chicago, in its pitch.

Bell Atlantic creative assignments remain at: Arnold; Bozell Worldwide, New York (for Bell Atlantic Mobile); Burrell Communications Group, Chicago; Draft Worldwide, Chicago; Lord Group, New York; and Tierney & Partners, Philadelphia.

Earlier in the week, telecommunications marketer U S West awarded its $60 million to $70 million creative and media assignment to DDB Needham Worldwide, Chicago.

Copyright July 1998, Crain Communications Inc.

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