Hill, Holliday Lands Teleco Biz – Broadwing Communications Takes on AT&T, MCI, Local Bells

June Blocklin and John Doig, the new team at Hill, Holliday, Connors, Cosmopulos, nailed their first pitch together.
Doig, named creative director in August, walked into a review that was just getting under way–the national telecommunications company born of the merger between Cincinnati Bell and IXC Communications.
The Boston-based agency landed the $30-million introductory assignment in October after a review conducted by chief branding and advertising officer Valerie Walden.
Full-page newspaper ads break today to introduce the new entity: Broadwing Communications. The company will offer local, long-distance, high-speed Internet and other teleco services.
“This is a totally new company bringing bandwidth to business,” said Blocklin.
Currently on a road show to introduce the Austin, Texas-based company to the investment community, Walden said ads will run primarily in national newspapers, such as USA Today and The New York Times, in local newspapers in Cincinnati and Austin and in Investors’ Business Daily in order to reach that audience and the company’s 5,000 employees.
Broadcast ads, direct marketing and online initiatives are expected after the first of the year, once the din of holiday-related dot.com advertising abates.
The account will be managed by Hill, Holliday senior vice president Jean Manasian. Working with Doig on creative is copywriter Gail Schoenbrunn and art director Ron Wilcox.
Doig noted that newspaper ads are not “prescient” of what’s to come. That advertising, he said, “will have a point of view. It will be substantive.”
Hill, Holliday was one of three full-service agencies to be considered for the account, Walden said. “The second round of work Hill, Holliday showed [the client] clearly hit the bull’s eye,” she added. K