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AT&T gives branding account to Y&R

Published on .

NEW YORK -- AT&T Corp. awarded its estimated $100 million to $200 million corporate branding account to Young & Rubicam, New York. It also awarded additional responsibilities to FCB Leber Katz Partners, New York, to help market a range of AT&T's new services. Leber Katz had been doing a major share of AT&T branding ads. Additional AT&T core agencies McCann-Erickson and BBDO, both New York, also competed in the reviews.

The decision came rather abruptly amid speculation that the review would be delayed due to the sudden departure of AT&T President Alex Mandl, who together with Chairman Robert Allen had been the key decision-makers in the reassignment. Executives close to the situation said Messrs. Allen and Mandl disagreed on the general direction the new AT&T branding should take. Y&R is expected to launch a major branding campaign mid September.

Copyright July 1996 Crain Communications Inc.

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