SBC gives GSD&M big win

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SBC Communications made GSD&M, Austin, Texas, a double winner Dec. 18, awarding the agency its estimated $150 million consolidated media buying assignment and keeping creative work for its $70 million wireless business at the agency.

In addition to keeping creative for SBC's wireless services, GSD&M gets creative for SBC's Pacific Bell Mobile Services. The decisions followed separate creative and media reviews. Wanamaker Associates, Atlanta, was the consultant to SBC for the media review. No consultant was used for the creative review.

Finalists for the media job, in addition to GSD&M, were Leo Burnett USA, Chicago, and DDB Needham Worldwide's Optimum Media, New York. Finalists for the creative assignment were incumbent GSD&M; Campbell-Ewald, Warren, Mich., Campbell Mithun Esty, Minneapolis; and DDB Needham and McCann-Erickson Worldwide, both New York.

SBC's decision to choose a single agency came as a surprise to finalists in the reviews because they had been told to expect two different winners.

GSD&M is expected to staff up by about 25 new employees in the next month. Wireless will be mainly handled out of its San Francisco office, while media will be handled out of Austin. Judy Trabulsi, exec VP-media director, and a GSD&M founder, will lead the new SBC media team.GSD&M also already handles SBC Yellow Pages work. SBC media had been handled by D'Arcy Masius Benton & Bowles, St. Louis, and TBS Media Management, New York.

Copyright December 1997, Crain Communications Inc.

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