AT&T ads back Business Services

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AT&T Corp.'s struggling Business Services unit launched a $15 million print campaign on June 8, part of an initial wave of advertising designed to bolster the company's Internet and data services to midsize, large and dot-com businesses. The campaign from Schifino Lee, Tampa, Fla., uses actual customers, such as Internet golf pro shop, to illustrate AT&T solutions. An ad in USA Today features the headline "Take me to the edge of possibility.'' Ads hit in major business publications, trade magazines and newspapers and business journals in 14 target markets. AT&T, Basking Ridge, N.J., also will run some radio spots. The campaign runs through September. Although Schifino created the effort, New York shop FCB Worldwide remains agency of record for AT&T Business Services.

Copyright June 2000, Crain Communications Inc.

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