Saatchi resigns Bell Atlantic

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Saatchi & Saatchi Advertising has resigned its Bell Atlantic business, one week after the Bell Atlantic/Nynex merger was approved. Executives at the agency were informed yesterday that the newly merged company would retain all Bell Atlantic and Nynex agencies -- which include Arnold Communications, Boston and Lord Group, New York -- and make use of a multiple agency system. Jennifer Laing, chairman-CEO of Saatchi North America said in a statement, "Rather than accept a reduced role with the company, we have elected to free ourselves to pursue other opportunities within the telecommunications category." Bell Atlantic spent an estimated $50 million in advertising in 1996.

Copyright August 1997, Crain Communications Inc.

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