BellSouth Calls breatheinteractive for Online Media Planning, Buying

Share this content:
Telecommunications marketer BellSouth Corp. named WestWayne Inc.'s breatheinteractive arm as its agency of record for online media buying and planning.


Four agencies with which BellSouth has ongoing relationships pitched in a three-month review. The Atlanta company previously handled online media planning and buying inhouse by BellSouth IntelliVentures. Billings were not disclosed.


"We'll apply our media planning and category knowledge to elevate and extend BellSouth's current online program," said Heidi Klein, managing partner of breatheinteractive, Atlanta. "Our goal is to improve their online metrics through innovative placements and campaign analysis and optimization."


BellSouth offers voice telephony and data services to businesses and consumers in Alabama, Georgia, Kentucky, Louisiana, Mississippi and the Carolinas. It has 44 million customers in those states and 14 countries.


Breatheinteractive will handle all online media business across all BellSouth lines. This includes trafficking, campaign maintenance, tracking, research, search engine optimization and weekly reporting as part of the online media planning and buying duties.


The agency currently handles interactive and direct marketing efforts for BAPCO, BellSouth's directory advertising services division. It is a collaboration with parent WestWayne, which has had the account for 18 years.


Breatheinteractive previously worked on BellSouth units like Residential, Small Business and DSL. Its telecom experience includes work for AT&T Paradyne and Mpower Communications.


Breatheinteractive's appointment is indicative of BellSouth's increased use of online marketing.


"The company has incorporated online marketing more heavily in recent years, particularly to promote their data services," Klein said.


Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above