SuperBrands 97 Category Ranking: Telecomunications | Adweek SuperBrands 97 Category Ranking: Telecomunications | Adweek
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SuperBrands 97 Category Ranking: Telecomunications

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Telecommunications
A sell-off of its computer and technology companies reduced total revenue of market giant AT&T by $20 billion. The big gainers for local-service providers were BellSouth and Southwestern Bell with revenue jumps of $1.1 billion apiece. No. 2 long-distance provider MCI had a $2 billion gain, vaulting past Nynex and Bell Atlantic.
Rank....Brand................ Co. Name, Location
.Lead Agency, Location
...Sales (billions):
...Media Expenditures (millions):
1....AT&T.................... American.Telephone & Telegraph, Basking.Ridge, NJ
..FCB/Leber Katz/Y&R, New York
...Sales.$51.0
...Media.Expenditues.$675.2
2....GTE........................GTE, Stamford, CT
..DDB Needham, New York
...Sales: $20.0
...Media Expenditures: $83.3
3....BellSouth................BellSouth, Atlanta
..Various
...Sales: $17.9
...Media Expenditures $82.1
4....MCI.........................MCI Telecommunications, Washington
..MVBMS Euro.RSCG, New York
...Sales: $15.3
...Media Expenditures: $322.6
5....Bell.Atlantic.............Bell.Atlantic, Philadelphia
..Saatchi&Saatchi/Tierney.Partners, New York; Philadelphia
...Sales:$13.8
...Media Expenditures: $70.5
6....Nynex......................Nynex, New York
..O&M, Y&R, Arnold Fortuna Lawner&Cabot, New York; Boston
...Sales:$13.4
...Media Expenditures: $66.1
6....Ameritech................Ameritech, Chicago
..Leo Burnett, Chicago
...Sales: $13.4
...Media Expenditures: $71.2
8....Sprint.......................Sprint, Kansas City, MO
..J. Walter Thompson, San Francisco
...Sales: $12.8
...Media Expenditures: $209.4
9....Southwestern.Bell....Southwestern Bell, St. Louis
..Various
...Sales: $12.7
...Media Expenditures: $24.5
10....US.West.................US West Communications, New York
..Campbell, Mithun Esty, Minneapolis
...Sales: $11.7
...Media Expenditures: $58.1
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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