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AT&T Corp. today launched a new estimated $10 million print campaign to promote its broadband technology.

The ads, created by WPP Group's Y&R Advertising, continue the "boundless"

theme that first broke on air during the Summer Olympics. One spot appeared in today's Wall Street Journal, and additional ads will run in weekly and monthly magazines starting March 12.

The campaign features companies that already use AT&T broadband services, including Home Depot and CBS's The ads' text explains how broadband is useful; for instance, the SportsLine spot emphasizes how the Web site "keeps it streaming 24/7" with broadband during the month of March, when users will click on the site to learn college basketball results during the NCAA championship tournament.

These executions are Y&R's first broadband print efforts since the agency was quietly awarded the print portion of the account from True North Communications' FCB Worldwide, New York, about two months ago. AT&T had originally assigned Y&R the TV portion of its corporate branding account and assigned FCB -- which handles AT&T's transactional programs, college and youth, business services, and wireless accounts -- the print component of the campaign.

Copyright March 2001, Crain Communications Inc.

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