Cingular Wireless has replaced the tagline “What do you have to say,” created in 2001 by BBDO in New York and Atlanta, with “Cingular fits you best,” also by BBDO. Ads featuring the new tag broke in newspapers last week; TV spots will debut next month. Client execs said research showed the old campaign, which focused on self-expression, was not effective. CMR reported that Cingular Wireless spent about $460 million on ads from January to November 2002.
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