METLIFE, AT&T WIRELESS SETTLE DISPUTE

Telecom Can't Trademark 'Mlife'

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NEW YORK (AdAge.com) -- MetLife and AT&T Corp.'s AT&T Wireless reached an agreement that will allow AT&T Wireless to continue its current "mlife" campaign.

As part of the agreement, made late Friday, AT&T Wireless will

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withdraw its application for a federal trademark for mlife, while MetLife stopped its application for a temporary restraining order halting the campaign.

MetLife had filed suit in a New York court last week, claiming AT&T Wireless' campaign was too similar to its year-old "Have your met life today?" effort from WPP Group's Y&R Advertising, New York.

The court order could have barred AT&T Wireless from airing its Super Bowl spots, which went on thanks to the last-minute agreement.

WPP sibling Ogilvy & Mather, New York, handles mlife.

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