BellSouth Cuts to Four

ATLANTA–Four finalists have emerged in the review for BellSouth’s marketing business.

The client, as well as a source at Wanamaker Associates, the Atlanta-based search consultancy handling the review, confirmed that Arnold in Boston, The Richards Group in Dallas, along with New York’s Grey Advertising and Merkley Newman Harty & Partners, will compete in a final round for the estimated $120 million account.

WestWayne, the incumbent on the Yellow Pages portion of the account, will retain that business. Sources close to the review insisted direct marketing expertise will figure heavily in the Atlanta-based telecom’s ultimate decision, expected in December.