Bates Awarded GTE in Midwest

Bates Southwest in Houston has just landed a significant portion of new business–a recently consolidated GTE Wireless account in three Midwestern states.
Bates was selected over Liggett-Stashower in Cleveland and The Arnold Agency in Richmond, Va.
Before it combined its operations in Indianapolis, Cleveland and Richmond into one larger unit, GTE utilized all three agencies as roster shops.
Billings for Bates were undisclosed, but the GTE Wireless (formerly GTE Mobilnet) business is believed to be worth an estimated $10 million among the three shops.
“It’s always a great testament when you can increase business from an existing client, because it shows you’re doing something right,” said Bates Southwest chairman Jerry Kerr. The executive has maneuvered the shop into new business pitches for Continental Airlines, Aamco Transmissions, Petsmart and DSI Toys in recent months to replace billings lost due to Texaco’s move to BBDO.
Duties for the GTE assignments include creative and production work for print, radio and outdoor media; TV campaigns; point-of-sale materials; collateral; and media planning. Corporate work will be housed at Ogilvy & Mather in New York, GTE’s main agency.
Bates has handled a portion of the newly consolidated Midwest account since 1996, when it was awarded retail marketing services for regional business based in Indianapolis. Liggett-Stashower handled work out of Cleveland, including Akron and Canton, Ohio, while The Arnold Agency served GTE’s Richmond region. The latter assignment also involved the Roanoke, Norfolk and Virginia Beach, Va., markets.
In addition to the new consolidated Midwest account, Bates handles GTE Wireless marketing and public relations in Texas, as well as advertising for the GTE Wireless region out of San Diego.