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ATLANTA Cingular Wireless has split media buying and planning on its $925 million ad account between WPP Group’s Mediaedge:cia and Omnicom Group’s OMD, the client has confirmed.
Moving forward, Mediaedge:cia will handle most broadcast duties and OMD will handle print, sources said.
About 63 percent of Cingular’s ad dollars last year were spent on TV buys; print accounted for 30 percent of its spend, while radio and outdoor totaled 6 and 1 percent, respectively, per Nielsen Monitor-Plus.
“Cingular
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