Frontier Communications Sends Creative and Media Accounts to Hill Holliday and Trilia

Telecom brand launched the review last summer

Frontier spent $16.2 million on advertising in 2017. Frontier Communications
Headshot of Lindsay Rittenhouse

Telecom provider Frontier Communications has handed its advertising account to Boston-based IPG creative shop Hill Holliday and its media arm, Trilia, after a lengthy competitive review that started last June.

Search consultancy Roth Ryan Hayes managed the review.

In a push toward integration, Hill Holliday and Trilia will oversee all creative and media duties, according to Frontier, including online and offline creative development, media planning and buying, customer experience and analytics.

“With Hill Holliday, we selected an agile team who understands the complex and dynamic demands of our industry,” said Frontier evp of consumer sales, marketing and product John Maduri in a statement. “Their team demonstrated a unique collaboration of modern creative ideas and media innovation as well as the power of an integrated approach and the ability to drive personalization at scale.”

Rob Curtis, a former Bain & Company marketing practice leader who was appointed chief marketing officer of Frontier in March, told Adweek a main focus of the review was to find a “partner player” to assist the company in “upping our game in digital.” With Hill Holliday and Trilia, he said, Frontier will reallocate its media mix and “explore a number of ways” to better leverage digital.

“Hill Holliday really showed a desire and willingness to collaborate and roll up their sleeves and work with us,” Curtis said.

He added that the company was particularly impressed by Hill Holliday’s earlier work for clients such as Johnson & Johnson and Bank of America.

Frontier spent $16.2 million on advertising last year, according to Kantar Media, a decline from the $25.6 million it spent in 2016. The company provides broadband, telephone and other communications services to primarily rural areas in 29 states.

Last year, Frontier focused on plans to expand its fiber-optic services—and during a fourth-quarter earnings call, CEO Daniel J. McCarthy spoke of growing the company’s subscriber base in the key markets of California, Texas and Florida.

It’s a significant win for Hill Holliday after losing longtime client Dunkin’ Donuts last week, which handed its $150 million account to BBDO. The agency went through a round of layoffs following the loss, as Adweek’s AgencySpy reported.

Trilia is currently defending the media portion of the Dunkin’ Donuts’ business. The agency is said to be collaborating with fellow IPG network UM on the pitch.

@kitten_mouse Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.