Atlanta Incumbent Will Defend Telecom Against 2 Competitors
ATLANTA–Three finalists pitch this week for wireless personal communications services provider Powertel’s ad account, said sources, who say the budget for the business has doubled to $25-30 million.
Reportedly only incumbent Pollak Levitt & Nel Advertising here represents the Southeast. Carmichael Lynch in Minneapolis and an undetermined larger agency–possibly in Texas–will vie for the business.
Jane Bedford, principal of review consultancy The Bedford Group in Atlanta, would neither confirm nor deny Pollak and Carmichael as finalists.
The West Point, Ga., client’s director of communications, Joe Patterson, called any discussion about the review “inappropriate.”
Pollak has been the client’s sole agency since the company was established in 1995. It has seen the account approximately double in size every year as Powertel’s sales increased. In May, Pollak delivered its and the client’s largest television advertising package.
When Powertel initiated a review three months later, industry observers speculated the client was not impressed with the new campaign.
Another agency executive who spoke with the client, but chose not to pursue the account, said Powertel is more concerned with Pollak’s ability to manage the size of the business and thought the television campaign was effective.
Pollak spokesperson Tracy Gray would not comment on the review, nor would he confirm reports the shop has hired five new account service people in the last two months.
The $200 million Carmichael dwarfs the $33 million Pollak in both billings and number of employees. Inside the telecommunications category, Carmichael previously created award-winning commercials for Motorola hand-held two-way radios. Porsche, Harley-Davidson, Harrah’s Casino and Northwest Airlines are among its key accounts.
Representatives for Carmichael referred all questions concerning the review to the client.
Last year, according to Competitive Media Reporting, Powertel spent $10.7 million on advertising. Through May of this year, CMR lists spending at $6.6 million.
Powertel provides digital wireless phone and personal communication products and services to almost 400,000 customers throughout 12 Southeast states.
A final agency decision may be delivered by the end of the month, sources said.
Powertel to Hear From 3 Finalists
