Bates Attracts More Business In GTE Wireless Realignment

Bates Southwest in Houston has landed a crucial chunk of new business–a recently consolidated GTE Wireless account in the Midwest and Southeast.
Bates was selected over Liggett-Stashower of Cleveland, and The Arnold Agency in Richmond, Va. All three were roster shops utilized by GTE before it combined its operations based in Indianapolis, Cleve-land and Richmond into one unit.
Billings for Bates were undisclosed, but the GTE Wireless (formerly GTE Mobilnet) business was believed to be worth an estimated $10 million among the three shops.
“It’s always a great testament when you can increase business from an existing client, because it shows you’re doing something right,” said Bates SW chairman Jerry Kerr. The executive has been thrusting the shop into new business pitches for Continental Airlines, Aamco Transmissions and Petsmart in recent months to replace billings lost from Texaco’s move to BBDO.
Duties for the GTE assignments include creative and production work for print, radio and outdoor media; television campaigns; point-of-sale materials; collateral; and media planning. Corporate work will be housed at GTE’s main agency, Ogilvy & Mather, New York.
Bates management supervisor Katie Mullins will oversee the GTE Midwest business, as well as two other GTE Wireless accounts also at the Houston shop. The agency already handles marketing and public relations in Texas and advertising for the GTE Wireless region out of San Diego.
Kerr’s office gained the Texas account in 1994 when it was still allied with Minneapolis-based Campbell Mithun Esty, and was hired for San Diego last January.
Bates has had a portion of the newly consolidated Midwest account since 1996, after being awarded retail marketing services for regional business based in Indianapolis. Liggett-Stashower handled work out of Cleveland (including Akron and Canton, Ohio) while The Arnold Agency served GTE’s Richmond region. The latter assignment also involved the Roanoke, Norfolk and Virginia Beach, Va., markets.