Marketing fallout from BT-MCI merger

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British Telecommunication's $22 billion acquisition of MCI Communications should have no immediate effect on the marketing structures or agency rosters of the telecom marketers. Both brand names will be continued within their respective markets, with the merged company to be called Concert Global Communications PLC. Although a 15-man management team made up of BT and MCI executives has been announced, a person in charge of marketing has not been named.

BT's main agencies in London are Abbott Mead Vickers BBDO and Butterfield Day. MCI uses New York-based Messner Vetere Berger McNamee Schmetterer/Euro RSCG.

IRI has improved quarter: Information Resources Inc., Chicago, reported a break-even third quarter of 1996 compared to a loss for the third quarter of 1995 of $4.8 million. IRI said earnings grew in its U.S. operations and losses internationally were lower. Adjusted consolidated revenues were $102 million, up 22%, including an 18% revenue growth in the U.S. International revenues were up 44%.

Copyright November 1996, Crain Communications Inc.

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