DALLAS SBC Communications has fired Omnicom Group's Goodby, Silverstein & Partners from its product-specific advertising account, the client confirmed, and its business is expected to stay largely in the Omnicom family.
"They have done outstanding work and they're a great agency but moving forward we have decided to move in a different direction," said SBC spokesperson Larry Solomon, who would not divulge the new direction the San Antonio-based telecommunications giant plans to take.
Although sources said the greatest beneficiary of the shifted business will be Omnicom sibling GSD&M of Austin, Texas, Solomon said, "Our other existing agencies will pick up this business."
Other roster agencies include other Omnicom shops Merkley Newman Harty & Partners in New York and Rapp Collins, Dallas; as well as independent Rodgers Townsend of St. Louis.
The client declined to reveal billings of the shifted assignment but last month Goodby launched a campaign that was backed by $40 million in ad spending.
Goodby could not be reached for comment.