Formed From Sprint Nextel Merger; Sets Agency Roster

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SAN FRANCISCO (AdAge.com) -- The new local phone company splitting off from Sprint Nextel Corp. later this year will be named Embarq Corp.

The company, expected to be listed on the New York Stock Exchange, was formed following the merger of Sprint and Nextel. With 7.4 million access lines and $6 billion in annual revenue, Embarq will be the nation’s fifth-largest local phone company, with operations in 18 states. The company will offer local and long-distance voice as well as data services such as high-speed Internet access.

Agency roster
Embarq last year lined up its advertising and media buying shops in preparation for a launch campaign estimated at as much as $50 million. Mullen, Winston-Salem, N.C., is the agency of record. Nicholson Kovac, Kansas City, Mo., will handle consumer media planning and buying, including media for the brand launch campaign. Lewis Advertising, Rocky Mount, N.C., will handle business-to-business media planning and buying efforts. Each agency also will be assigned projects unrelated to media planning and buying.

Embarq 's CEO designate, Daniel R. Hesse, said the name was chosen to “signal the way we will do business and establish what a next-generation local communications company can be.” He said the company will be “aggressive and innovative in the marketplace, and the new name and logo -- with its distinctive and differentiating coloration -- is the brand we want customers to remember.”

Salt Branding, San Francisco, helped develop the new identity.

Embarq's service covers Florida, Indiana, Kansas, Minnesota, Missouri, Nebraska, New Jersey, Nevada, North Carolina, Ohio, Oregon, Pennsylvania, South Carolina, Tennessee, Texas, Virginia, Washington and Wyoming.

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