DOWNSIDE: Verizon Wireless hasn't made its entertainment and other data services much of a must for consumers. With the top three players hanging on the same positioning-the best network-Verizon Wireless needs to figure out where to go next. Aside from a common name and logo, Verizon Wireless and parent Verizon Communications have little marketing synergy, but that's likely to change, say executives at Verizon Communications.
AD BUDGET: $1.80 billion
* Interpublic's Campbell Mithun, Irvine, Calif.; McCann Erickson and Universal McCann Worldwide, N.Y.
* Interpublic-backed GlobalHue, Southfield, Mich.
* Publicis' Verizon Media at Zenith, N.Y.