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Paging Larkin, Meeder 360 Communications Taps Cellular Pros At Dallas Agency for Regional Marketing

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By Glen Fest





DALLAS--Larkin, Meeder & Schweidel has picked up an estimated $1.5-2 million account to head 360 Communications Co.'s marketing efforts in Texas and New Mexico.





The Chicago-based wireless and data services firm--the second-largest publicly held cellular phone company in the country--hired Larkin, Meeder & Schweidel through its Las Vegas regional office after the shop completed a project assignment, according to agency president Carl Larkin.





Creative work and media planning and buying duties will primarily focus on print and radio, according to Larkin.





'We were chosen because of our experience in cellular and paging,' said Larkin, noting the Dallas agency's marketing background with PageNet and Southwestern Bell Mobile Systems.





He added his agency's profile was boosted by its 'ability to handle a promotions message along with a branding message while still taking into account the unique needs of individual markets.'





Work assigned to Larkin, Meeder & Schweidel was previously handled by lead shop The Martin Agency in Richmond, Va. New advertising is set to break in July in 20 markets, all in the small to midsize population centers to which 360 caters.





Formerly Sprint Cellular, 360 Communications was spun off by Sprint Corp. into a separate company in March 1996. It now operates in 16 states, providing wireless and data services to more than 2 million customers.





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