Verizon to unleash $300 mil corporate push

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Verizon Communications, the new company created by the recent merger of Bell Atlantic Corp. and GTE Corp., on Aug. 1 will break the first wave of an estimated $300 million corporate image campaign to herald the new Verizon moniker and tout the combined assets of the two companies. The campaign was created by Bell Atlantic lead agencies Arnold Communications, Boston, Lord Group and Draft Direct, both New York; and GTE agencies Ogilvy & Mather, Dallas and New York, and True North Communications' Temerlin McClain, Irving, Texas. Bell Atlantic's media buying agency, Zenith Media, New York, handled media buying. The campaign will run in newspapers, magazines, the Internet and outdoor through August.

Copyright July 2000, Crain Communications Inc.

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