By Joan Voight and Trevor Jensen
SAN FRANCISCO-Goodby, Silverstein & Partners here has quietly stepped into the role of corporate branding agency for Southwestern Bell. The San Francisco shop, which won creative duties for the phone company's long-distance account last October, broke an umbrella campaign for SBC last week in the five states the company services.
Goodby's campaign unveils a new tagline: 'Your friendly neighborhood global communications company,' which replaces the previous theme, 'Yes, it's that simple.'
D'Arcy Masius Benton & Bowles in St. Louis handles media buying as well as the residential and products and services accounts of Southwestern Bell, a division of SBC Communications in San Antonio. Goodby is handling media planning for its assignments. GSD&M in Austin, Texas, handles the creative portion of the wireless and Yellow Pages accounts.
The new campaign marks an 'evolution' of Goodby's work on the long-distance account, said Harold Sogard, account management director. The client realized that 'before it could move into long distance it needed to clarify and strengthen its brand,' he said. The new campaign tries to help fight off encroachment from Sprint and MCI for its local phone service and 'to prepare the way for new products, including long distance,' said Sogard.
The first phase of the image campaign consists of three TV spots, print ads and 'crop ads,' in which the company logo is landscaped in open fields that can be seen by airline travelers.
--with Steve Krajewski
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