The account is separate from the $400 million account WPP Group's Ogilvy & Mather, New York, won last month.
Michael Jeary, President-COO of Della Femina, said this account is worth between $10 million to 20 million. Mr. Jeary said Della Femina beat out four other undisclosed agencies for the new account.
Della Femina will develop print and broadcast executions to support AT&T Wireless' national and regional offers and promotions through its authorized dealers. Using a password, dealers can go into a secure Web site and select the print and radio ads that best fit their needs.
"This is very new [technology]," Mr. Jeary said. "To my knowledge, no other wireless does it. With this system, [dealers] can even pick components to build their own ad."
AT&T Wireless, Redmond, Wash., split from parent AT&T Corp. last month. -- Rich Thomaselli
Copyright August 2001, Crain Communications Inc.