BellSouth launches branding campaign

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BellSouth Corp., Atlanta, on March 9 unveils a "revolutionized look, voice and direction'' in an estimated $35 million corporate branding effort. The work from Merkley Newman Harty, New York, seeks to position the telco in the new Internet-focused economy with the tagline "Connect and create something.'' The campaign themes will extend across all BellSouth brands and communications. Merkley won the corporate branding assignment in November, after a shoot-out with BellSouth's other roster shop, WestWayne, Atlanta.

Copyright March 2000, Crain Communications Inc.

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