New Entity Will Keep 2 Brands, But Observers Expect Agency Fallout
NEW YORK–As part of their intended merger, MCI WorldCom and Sprint are putting together a joint task force which, ultimately, will decide how a combined $1 billion in advertising tasks will be assigned.
One issue that MCI CEO Bernard Ebbers has already decided: The new company will continue to use the Sprint and MCI brands. “How they will remain is yet to be determined,” said an MCI official.
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