The Southwest operations of JWT Specialized Communications (JWTSC) came out on top in another client consolidation review by earning the recruitment advertising business of GTE.
Already a roster shop for three GTE divisions (telephone operations, directories and wireless), the Dallas office of JWTSC bested TMP Worldwide here for all the newly combined national employment communications and job recruitment marketing assignments of the Stamford, Conn., company. Billings were undisclosed, but sources estimated the business at $3-5 million.
Last month, JWTSC's Houston location utilized its marketing ties with Digital Equipment Corp. to land the estimated $5-7 million consolidated recruitment ad account of Houston-based Compaq Computer Corp., which closed on its acquisition of Digital this year.
The account assignment now gives JWTSC responsibility for all GTE divisions. GTE's major domestic divisions include network services, communications, and business development and integration.
Agency account director Joe Bannon said the review was prompted by a desire for cost efficiencies and image "synergy." He said the review started prior to GTE's recently announced merger with Bell Atlantic. "The main thing is putting a bigger focus on creating an employer brand for GTE," said Bannon. "GTE is not well known in areas where they do not have telephone service."
Ron Jenkins, regional managing director for JWTSC, said assignments will include print, radio, direct mail, Internet advertising and research.
The Web marketing focus will be geared toward raising GTE's employer profile on major commercial sites--such as Yahoo! and ESPNet Sportszone--rather than traditional job listing sites, said Jenkins.
JWTSC is sister agency to WPP Group shop Ogilvy & Mather, the New York-based corporate and brand agency for GTE.