Two of a Kind for Rosenthal

Two telecom account acquisitions totaling $15 million in billings have doubled the staff at The Dan Rosenthal Co.

CityNet Telecommunications and Global One have chosen the Bethesda, Md., shop as lead agency.

Global One, with revenue of $1.1 billion, is a member of the France Telecom Group. Its U.S. headquarters office is located in Reston, Va.

The telecom picked Rosenthal in a review that included MDB Communications of Washington, D.C.

“The entire process took about two weeks,” said Anne Lapoint, director of marketing communications at Global who conducted the review. “Their introductory work was simple and direct and the choice was very clear.”

Lapoint also cited the agency’s popular creative work for the U.S. Mint’s Golden Dollar.

Global print advertising will appear in financial and business-to-business media such as Fortune, The Wall Street Journal, Information Week and Internet World. The campaign breaks in mid-November, along with online and direct marketing components.

The client was under intense time constraints to break a campaign, according to Beth Johnson, agency vice president of account management, “but the strategic process is important to us and Global understood this.”

Rosenthal’s charge is to launch the brand in the U.S., an unusually cluttered marketplace for telecoms, according to Johnson.

“The target is narrow for companies that fit this bill. We’re aiming for multi-national corporations lo-cated here with vendors and offices overseas,” she said. She cited firms like United Parcel Service, Ernst & Young and Coca-Cola.

Six-month-old CityNet Telecommunications in Silver Spring, Md., came on board without a review. A business-to-business provider, CityNet operates as a “carrier’s carrier.” It bridges what is called the “last-mile divide,” installing fiber optic cable through underground conduits to connect a city’s telecom network without digging up streets or wrangling with property owners about rights of way.

“We’re targeting four audiences: government, department of public works leadership, real estate owners and investors, and telecommunications carriers,” said Rosenthal account supervisor Jeff Spear.

Beginning in January, national print advertising will run in America’s Network, Telecommunications and other trade publications.