Nortel Moves Task Said To Be Worth $70 Mil. After Staff Changes
DALLAS–Nortel Networks moved its corporate image and product duties to True North Communications’ Temerlin McClain and TN Media from Hill, Holliday, Connors, Cosmopulos after a shootout between the roster shops.
Mark Davis, Nortel’s vice president of corporate advertising and media, confirmed the shift.
Spending plans are still being finalized, but sources said the client will commit $70 million or more to marketing in 1999, with the majority spent on TV and print ads from Irving, Texas-based Temerlin. TN Media, New York, will execute the buys. Agency executives could not be reached for comment.
Davis said the consolidation was made to unify marketing messages across all divisions of Brampton, Ontario-based Nortel, which was born after Northern Telecom acquired Bay Networks. Temerlin McClain will call on Bozell offices abroad to assist on the account, he said. The review followed a marketing realignment that elevated Bill Conner to executive vice president of corporate marketing and communications for Nortel Networks–the top marketing post.
Conner had been president of the company’s Enterprise Networks data division.
Following the Aug. 31 acquisition, Bay agency Hill, Holliday in Boston was tapped to launch the newly named Nortel brand. Nortel’s year-old corporate agency, Bozell Worldwide in New York, was eliminated from the roster. Temerlin McClain–a sister agency of Bozell under True North–retained its account for the Enterprise Networks division, based in Texas.
Hill, Holliday’s initial work for Nortel used the tagline, “How the world shares ideas.” Temerlin McClain’s work will continue to employ that line.
Conner said in September he was seeking “a larger and more aggressive global marketing campaign.”
Nortel and Bay spent a combined $100 million in consumer and trade advertising in 1997, according to Competitive Media Reporting and AdScope, a Eugene, Ore., firm that tracks high-tech ad spending. Nortel, a provider of networked phone and computer systems, competes against telco equipment providers such as Lucent Technologies, which spent a total of $46 million, and computer networking companies like 3Com, which spent $97 million.
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