C Spire Gets a New Agency for Media

Doner succeeds Spark

Regional telecommunications company C Spire has hired a new agency for media planning and buying.

Doner Media, a unit of MDC Partners' Doner, has landed the business after a review. Annual media spending is estimated at $30 million.

Sources identified the other finalist as Camelot Media. External View Consulting Group in Culver City, Calif. managed the search.

Publicis Groupe's Spark was C Spire's previous media agency and did not defend. Doner's office in Southfield, Mich. will lead efforts on the account, with help from its office in Atlanta.

C Spire—formerly known as Cellular South—is based in Ridgeland, Miss. and has nearly a million customers in states such as Mississippi, Tennessee, Alabama, Georgia, Arkansas and Louisiana.

Creative responsibilities were not part of the review and remain at WPP Group's Young & Rubicam in New York.

C Spire becomes part of a client list at Doner Media that includes Arby's, AutoTrader.com, Smithfield Foods, The UPS Store and the PGA Tour.

In making the hire, C Spire vp of marketing David Hayes cited the shop's data-driven approach across all media channels and "extensive experience" with retail brands. C Spire's assignment encompasses both traditional and digital media.

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