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U S West adds Dex

Published on .

U S West today consolidated its U S West Direct, U S West Marketing Resources and U S West Market Information Products divisions into one new brand, U S West Dex. Standing for "directory expert," the Dex brand represents the next generation of U S West's White and Yellow Pages. The "walking fingers" logo will no longer appear on its directories. By 1998, the company plans to have all of U S West's 300 directories branded U S West Dex. A multi-media campaign by Grey Advertising, Los Angeles, will begin rolling out in early 1997 to coincide with directory delivery on a city-by-city basis.

Copyright November 1996, Crain Communications Inc.

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