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The finalists that emerged last week in BellSouth’s agency review—Arnold, Grey, The Richards Group and Merkley Newman Harty & Partners—will have to deliver more than superlative creative and media planning expertise to win the estimated $120 million account.
The Atlanta-based company, irked by a communications breakdown with New York roster shop Merkley, is demanding topflight account service, according to sources. “BellSouth feels that they are a big plum in this lean year,” said one agency executive.
Merkley’s handling of the August departure of partner Steve Harty, who oversaw the BellSouth account, was a factor in the decision to review, sources said.
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