AT&T Looks Beyond Roster Shops

Client Briefs Contenders on B2B Assignment for New Service
NEW YORK–AT&T has invited at least four agencies to submit marketing ideas on a new service it plans to offer in the business-to-business category, sources said. The new account could be a multiple-year contract with estimated billings of $100 million.
The move comes as the Basking Ridge, N.J., telecommunications giant tries to redefine its image to encompass its growing portfolio of services [Adweek, May 29]. It also comes one month after the Justice Department approved AT&T’s proposed acquisition of cable giant MediaOne Group.
“The space they operate in [now] is bigger than telecommunications,” one agency executive said.