AT&T Selects FCB Direct for Its College Business

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AT&T, Basking Ridge, NJ, has consolidated its college market business with Foote, Cone & Belding Direct, New York.

The business previously was split between Foote, Cone & Belding Direct and Bronner Slosberg Humphrey and was consolidated without a formal review. Billings were not disclosed.

Foote, Cone & Belding, the general agency, already handles the advertising for the college market, which targets more than 14 million college students a year. AT&T officials cited consistency as the reason for the consolidation.

"Sending consistent, focused messages to our consumer is what we are after," said Ira Cohen, consumer marketing communications director at AT&T. "Streamlining the work into one agency is going to allow us to more effectively reach this market."

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