SBC Consolidates at Rapp Collins

Rapp Collins Worldwide has picked up the consolidated direct mail account of SBC Communications, owner of Ameritech, Cellular One and Southwestern Bell.
The San Antonio-based telecom chose to combine the accounts it had scattered across 10 agencies following a reorganization last fall into business units from its previous regional divisions.
The Irving, Texas, office of Rapp Collins will take the lead on the account. Estimated billings were not disclosed.
Mark Miller, president of the Rapp Collins in Irving, said “it was a total Rapp North American pitch” involving Internet division Rapp Digital and Infoworks, the network’s decision sciences group.
“They had publicly stated they want to be a larger player in dataspace, and interactive and direct presentations revolved around strategic and interactive capabilities and knowledge of the convergence of technologies,” Miller said.
“Obviously we’re very happy to get this account and we’re starting to wrap our arms around it as quickly as we can,” he continued.
Direct marketing to Hispanic and Asian consumer groups will continue to be handled by SBC’s minority focus agencies, Headquarters in San Francisco and Pancom in Los Angeles.
Above-the-line advertising duties for the client are split between fellow Omnicom Group shops GSD&M in Austin, Texas, and Goodby, Silverstein & Partners in San Francisco.
SBC is the largest telecommunications provider in the U.S., with $28 billion in sales last year, according to Hoovers Online. The company plans to introduce long-distance service in the spring.