Richards Goes On Dime Time For Excel-Telco

The Richards Group here defeated at least five other agencies for a $25-30 million assignment to promote Excel Communications’ 10-10-297 dial-around long-distance service.
Richards will be assigned to expand the current “Fine print” campaign from incumbent EMM Creative [Adweek, Feb. 15] of Bethesda, Md., for 18 spot markets in both television and direct mail. The selling point for the dial-around service, operated by the company’s Telco retail unit, will continue to be the 10 cents per minute rate, with no minimum call times or hidden charges, according to Excel.
“I think with what other carriers have brought to the table, because of some of their practices, I think our product speaks for itself,” said Ken Myers, director of consumer marketing at Excel’s Dallas headquarters.
EMM will retain Hispanic marketing chores for the $4 billion company, which is the nation’s fourth-largest long-distance carrier behind AT&T, Sprint and MCI/Worldcom.