UUNet Technologies, Fairfax, Va., breaks its first TV campaign, a two-spot effort estimated at over $4 million from Donino & Partners, Atlanta, on April 1 on CNN and Headline News. The spots reinforce print creative running in Forbes, Fortune and tech trades with its business-targeted message.
"We were very frustrated that we were being lumped in with other Internet providers, many of which are aimed at consumers," said Alan Taffel, UUNet VP-sales and marketing. "We want to insure that a business that wants to use the Internet won't default to using its telephone company."
UUNet is just one of many companies that industry executives predict will be hit hard by the move of the long-distance giants into the Internet access business.
