Verizon Wireless has tapped three ad agencies to manage and execute its regional advertising efforts across the country. The three agencies are Hill Holiday, Global Hue and Zenith. The carrier used to have eight agencies for that purpose. The agencies will ensure that Verizon Wireless' "brand strategy and messaging" is consistent in all local newspaper, radio, outdoor and
business advertising. Here's how it breaks down:

• Hill Holiday will be responsible for the strategy and creative support for all local advertising. 
• Detroit-based Global Hue, in an extension of its role as the multicultural agency for national advertising, will be the lead multicultural agency for the company's local markets.
• Zenith, currently responsible for national advertising media planning and buying, will add to its duties the coordination and support of local efforts in markets throughout the country.

For more on the new agencies:
- see this press release