Verizon Communications, New York, focuses on everyday communications in a brand campaign breaking on Nov. 22 in 20 markets. Verizon tapped Burrell Communications Group, Chicago, which normally handles Verizon's efforts aimed at the African-American market, to create the general-market "Getting Life Done" campaign. Media include TV, print, outdoor and online ads depicting Verizon products and services and how they fit into various lifestyles. Executions include a businesswoman trying to close a deal, a father who wants to read a bedtime story to his kids and a cattle rancher seeking to learn about market conditions. The tagline: "Verizon. How to get life done." The effort runs through mid-December. Early next year, advertising will focus on different customer segments. Verizon annually spends some $300 million in advertising. The telco's Hispanic agency, La Agencia de Orci & Asociados, Los Angeles, will run parallel executions targeting that market.
Copyright November 2000, Crain Communications Inc.