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Pacific Bell Taps Fotouhi Alonso To Launch Company's Retail Chain

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LOS ANGELES-Fotouhi Alonso & Associates Advertising has been tapped to launch Pacific Bell's chain of retail stores. Billings are estimated to be around $1 million.
PacBell plans to open at least 15 PacBell Superstores in Southern California in the next six months. Customers will be able to sign up for the phone company's mobile services, internet connections and other services and products at these retail centers.
Fotouhi Alonso won the account after recently completing a successful campaign for South Coast Cellular's Cellular One stores in Chicago. PacBell has contracted with South Coast Cellular to be its retail presence in California.
"We'll be working closely with our client and the PacBell marketing team to fully leverage the PacBell branding effort," said Farida Fotouhi, the agency's chief executive officer. "The plan is to kick it off with wireless, but expand it to include all of PacBell's branded products."
Media will begin with micro-marketing around each store area, including outdoor and direct mail as well as newspaper ads. Horizon Media in Los Angeles will handle broadcast buys later in the year.