Ameritech Fills Its Lineup With DDB Needham Assignment



CHICAGO – With DDB Needham Chicago’s win last week of Ameritech’s small -business services division, the telecommunications giant appears to have stabilized its agency roster for the time being.
The win, worth an estimated $20-25 million in billings, was cause for celebration at Needham, which got its foot in Ameritech’s door a year ago with the cellular services business assignment but came up short in the review for Ameritech’s corporate assignment. Fallon McElligott/Minneapolis picked up the corporate business last month.
On the losing end last week was Lintas:Campbell-Ewald, Warren, Mich., which had handled all business advertising under the old Ameritech structure. Lintas chairman Dick O’Connor said the agency will keep open its Chicago office to service Chevrolet regional business, but declined to say whether the three staffers dedicated to the Ameritech business will be retained.
Ameritech has been in the midst of a corporate restructuring for the past year in an effort to move from a geographic alignment to a consumer, product -driven organization. Ameritech now is formed of 11 business units based on products.
‘All of the business units have been encouraged to act independently to find their own marketing or advertising partners,’ said an Ameritech spokesperson. ‘The units that require an agency have made changes or solidified relationships.’
In addition to DDB Needham and FM, other agencies on Ameritech’s roster include Tatham Euro RSCG/Chicago (consumer services division, pay-phone services and all print buying); Ross Roy/Bloomfield Hills, Mich. (advertising services division); Frankel & Co./Chicago (new products); Stranger & Associates/L.A. (Ameritech Complete Card, the calling/credit card); and Bayer Bess Vanderwarker/Chicago (all broadcast buying). Two Chicago-based ethnic agencies – Equinox Advertising and Unimar – also work on consumer projects.
Copyright Adweek L.P. (1993)