Cellular One Connects Twice

Names Thomas & Perkins, SiboneyUSA Lead, Hispanic Shops
DALLAS–Thomas & Perkins has won a major regional account of Cellular One in conjunction with Hispanic agency SiboneyUSA. The win followed a search by Western Wireless, which operates the brand in the western U.S.
The two shops will work together on a campaign for the Bellevue, Wash.-based cellular service provider, which serves 830,000 subscribers, primarily in rural areas in 19 states west of the Mississippi.
“Thomas & Perkins as the lead agency will work on the overall strategy, and it will be for Siboney to take what we are doing and interpret it for the Hispanic market,” said Theresa Danforth, director of advertising and promotions at Western Wireless.
Denver-based Thomas & Perkins topped fellow contenders Barkley Evergreen & Partners in Kansas City and Periscope Marketing Communications in Minneapolis to win the $10 million account, according to industry sources.
“The Cellular One account is a wonderful complement to our existing telecommunications clients such as AT&T Broadband and ICG Communications” said Bryan Thomas, agency president .
Thomas & Perkins, whose annual billings are $83 million, was involved in the selection of the Hispanic agency.
SiboneyUSA Dallas was chosen over Cartel Creativo in San Antonio and LatinWorks in Austin, Texas, for the $3 million Hispanic account. The selection of SiboneyUSA marks Cellular One’s first appointment of an Hispanic agency.
SiboneyUSA will initially target the Rio Grande Valley area in Texas before rolling out Cellular One’s advertising campaign to Hispanic consumers in other U.S. markets.
“We will be working with Thomas & Perkins to put together a seamless communications campaign for all the regions,” said Tory Syvrud, president of SiboneyUSA.
The client’s general advertising account was previously at Publicis in Seattle. K