AT&T WIRELESS MAY DROP MLIFE EFFORT

Is Considering Two Alternative Branding Ideas

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NEW YORK (AdAge.com) -- AT&T Wireless is deciding whether to drop its mLife brand campaign, according to people familiar with situation.

The marketer is considering two alternative

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brand campaigns from its ad agency Ogilvy & Mather Worldwide, New York, which created the mLife theme introduced in January 2002.

The campaign proposals come after the marketer told the WPP Group agency it was dissatisfied with its TV ads but pleased with performance of Ogilvy's retail effort. At least two agencies are believed to be circling the account.

An AT&T spokesman wouldn't comment on the possibility that the marketer will switch agencies, and he praised results of the mLife campaign.

AT&T Wireless measured media ad spending last year was $664 million.

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