TeleCorp is talking with agencies across the country about handling both creative and media responsibilities on its estimated $8-10 million ad account.
The successful agency will be responsible for introducing the telecommunications company to consumers with a launch campaign scheduled for late 1998. The Arlington, Va.-based client, which was founded in 1995, specializes in personal communications services, including paging, cellular phones and other digital wireless systems.
Peter Belman, TeleCorp's director of brand management, said 25-30 agencies were contacted initially, but the search has now been narrowed to between five and seven agencies. Those shops are from the New York tri-state area, New England, the Southeast, Southwest and Midwest. Belman said agency size would not necessarily be a factor.
Belman, a former marketing director for Sprint Spectrum, is heading the search and hopes to choose an agency by the end of February. Belman said the company is looking for "big thinkers," preferably with experience in the category.
Belman also said the agency will be involved in developing the TeleCorp brand from scratch, doing everything from designing its logo to creating TV, print and radio advertising.
TeleCorp hopes to service the residents of Massachusetts, New Hampshire, Maine, Missouri, Illinois, Indiana, Tennessee, Louisiana and Arkansas. The area has an estimated population of 10 million, according to the company. Once fully operational, TeleCorp will operate via a digital network of base stations located atop roofs, water tanks, existing towers and new monopoles, all of which will transmit and receive low power level signals.
The benefit for consumers in the southern Mississippi Valley, according to the company, will be a wider local service area and more consistent features throughout the network.