Iusacell reassigns account to BBDO Mexico

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MEXICO CITY--Telecom Iusacell has reassigned all its advertising business to its former long-time agency, BBDO Mexico.

BBDO Mexico had given up the account about five months ago due to conflicts with client representatives, sources say.

Iusacell has since restructured its marketing and advertising departments. For the past few months, its ad business had been divided among several agencies but it has now consolidated all its units' efforts with BBDO.

Iusacell is Mexico's number-two cellular telephony provider and has been expanding into other areas, such as long distance and beeper services. A new print campaign launched April 7, tied to the advent of "calling party pays" regulations for Mexican cellular service. A television campaign is slated for next week.

Copyright April 1999, Crain Communications Inc.

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