DDB wins $15m launch account for German telephone upstart

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FRANKFURT -- The challenger to Deutsche Telekom's monopoly on Germany's telephone market, CNI/DBKom, has named DDB Frankfurt to handle its $15m launch account. Other agencies that pitched for the account were Scholz & Friends Hamburg, Publicis and BBDO-owned Boebel Adam.

CNI/DBKom, which has yet to chose a brand name for its service, is owned by Mannesmann subsidiary Communications Network International, based in Eschborn, and DBKom, the German Railway Deutsche Bahn's subsidiary. The two groups have been given permission by the EC to merge their telecommunications operations and set up a rival operation to Deutsche Telekom, whose monopoly will end by the end of 1998.

CNI/DBKom is also involved in the international telecom consortium Unisource, which includes AT&T and national telephone companies in the Netherlands, Sweden, Switzerland and Spain.

DDB Frankfurt will launch the ad campaign and brand name for the CNI/DBKom service later this month. CNI/DBKom's strategy is to target business customers by offering lower prices.

Last May Ammirati Puris Lintas Hamburg won Deutsche Telekom's international advertising account. Within Germany, most of Deutsche Telekom's business is handled by Spiess Ermisch Andere of Duesseldorf.

Copyright January 1997, Crain Communications Inc.

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