DOWNSIDE: A venerable brand like AT&T can face headaches when trying to reach the youth market. It could be a particular problem on the wireless side when the telecom returns to the market with the AT&T Wireless moniker. The creative on its $1.2 billion campaign introducing the merged company hasn't excited industry observers, but AT&T says it's working as the company makes the transition to a more consumer-focused marketer. Like Verizon Communications, AT&T is making a foray into the tricky home video entertainment scene via U-Verse. All that, and the new AT&T is moving from a risk-adverse environment into a new unregulated world as well.
AD BUDGET: $2.47 billion
* Omnicom's Dieste Harmel & Partners, Javelin Direct and Marketing Arm, Dallas; GSD&M, Austin, Texas; Rodgers Town-send, St. Louis
* Avenue A/ Razorfish, Chicago
* Haggin Marketing, Sausalito, Calif.
* Sanders/Wingo, El Paso, Texas