AT&T declines comment about agency assignments

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AT&T Corp., Basking Ridge, N.J., declined Wednesday to officially confirm it has made agency assignments for a new corporate image advertising effort. AdAge.com reported Aug. 22 that Y&R Advertising and FCB Worldwide, both New York, will each work on a corporate image assignment to reposition the troubled brand. Y&R Advertising will handle broadcast duties and function as the lead agency on the project, an AT&T insider told Ad Age, and FCB Worldwide will oversee print work.

AT&T executives will make a decision on whether to go ahead with creative work for the multimillion-dollar media buy in the next few days. An executive close to the company told Ad Age he would be surprised if AT&T skips the opportunity offered by its $50 million media buy in the Sydney Olympic Games, and suggested the telecom giant should use the opportunity to illustrate how it's leading consumers and businesses into the digital, broadband era.

Copyright August 2000, Crain Communications Inc.

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