GTE Awards $20-40 Mil. Direct Account To Robinson & Maites

Robinson & Maites has been awarded a $20-40 million consumer direct marketing account by GTE Corp., following a review. The other contenders were undisclosed.
The account is an expansion of direct marketing assignments previously handled by OgilvyOne, New York, and TargetBase, Dallas, said Alan Maites, president of the Chicago-based agency. Epsilon in Burlington, Mass., is handling the business-to-business portion of the account. Ogilvy & Mather, New York, is GTE’s lead ad agency.
GTE for the first time will bundle a consumer pitch for all its products (local and long-distance telephone, wireless, pager and Internet services) in a “one-stop shopping approach from a single provider,” said Maites.
R&M this month resigned its conflicting direct marketing assignment from Chicago-based Ameritech’s small business group. That business is currently unassigned, sources said.
GTE assistant vice president Frank Kinder said in a statement that the client had sought an agency with “expertise in both marketing and telecommunications to help us achieve our objectives.” R&M has category experience in direct marketing and promotions with AT&T, Pacific Telesis, Inflight-Phone, PrimeCo and others.
GTE is the third-largest local phone company, operating in 29 states. Because GTE does not dominate the market in any one region, it is the only major local provider allowed by federal law to offer long-distance service.
“Our job is to leverage a depth of services that GTE can offer that no one else can,” Maites said.