AT&T Wireless Calls on Digitas for Interactive

NEW YORK AT&T Wireless has tapped Digitas to handle its interactive account following its split with Avenue A, according to client representative Mark Siegel.

The Boston-based independent interactive and direct-marketing shop landed the business following a review of undisclosed agencies.

In July, AT&T Wireless ended its three-year relationship with Avenue A, a unit of Seattle-based digital-marketing-services and technology company aQuantive. At the time, Siegel said the Redmond, Wash.-based client was still finalizing terms with an undisclosed agency [IQ Daily Briefing, July 17].

The mid-summer parting with Avenue A came one week after AT&T Wireless shifted its $120 million corporate branding account from WPP Group’s Ogilvy & Mather in New York to Omnicom Group’s Goodby, Silverstein & Partners in San Francisco. Ogilvy continues to work on the client’s retail newspaper and business-to-business advertising, as well as the its pay-as-you-go service, GoPhone.

Digitas also works for AT&T, the Bedminster, N.J.-based voice and data communications company. Two years ago, AT&T Wireless split off from AT&T to become and independent company publicly traded on the New York Stock Exchange.

Digitas executives could not be reached.