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Grey Worldwide will handle the launch of telecom startup BroadRiver Communications Corp. The inaugural advertising campaign is estimated at $5-10 million.
The Fort Worth, Texas-based shop, previously known as Regian & Wilson/Grey, last week formally changed its name to Grey Worldwide: Dallas/Fort Worth, two years after becoming part of Grey’s agency network.
Its latest client, now one of the agency’s largest accounts, also underwent a name change recently, from PurePacket Communications to BroadRiver. The Alpharetta, Ga.-based company will use $44 million in venture capital funding to jump into the crowded field of bundled telecom service providers.
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