By the end of this year, AT&T expects to complete a full review of its $3.34 billion advertising budget, which will see the carrier calling on incumbent ad agencies for proposals. The carrier said it is "pleased" with the work of its ad agencies to date.
"This move will consolidate all of AT&T's media planning and buying at one agency and is part of the company's ongoing efforts to maximize efficiencies created, in part, by AT&T's acquisition of BellSouth at the end of last year," AT&T said in a statement.
As we reported earlier this year, BBDO has been serving as the company's lead ad agency after taking over for GSD&M. BBDO was Cingular Wireless' lead ad agency, too. Mediaedge:cia is in charge of AT&T's wireless media planning and buying, while OMD handles the print ad sales for the wireless unit.
For more on the advertising budget:
- read this article from RCR News