AT&T Wireless Splits With Goodby

SAN FRANCISCO AT&T Wireless has confirmed a split with its creative agency, Omnicom Group’s Goodby, Silverstein & Partners, and said the move was precipitated by its pending merger with Cingular Wireless.

The change has been in the works for weeks and came as no surprise to Goodby, said Mark Siegel, AT&T Wireless vice president of national brand and marketing media relations. A Goodby representative declined comment.

“Goodby did a fantastic job for us and it was really getting traction,” Siegel said. Even so, the new company will be branded, simply, “Cingular,” so there is no need for more branding work for AT&T Wireless, Siegel said.

A Cingular representative declined comment.

The business handled by San Francisco-based Goodby is worth an estimated $125 million; the shop added the work last July from WPP Group’s Ogilvy & Mather in New York.

Omnicom’s BBDO in New York is lead agency for Cingular, which spent nearly $625 million on ads in the U.S. last year, per TNS Media Intelligence/CMR.