CapRock Picks a Phone Fight

M/C/C and ‘The Other Phone Company’ Take On Major Telecoms
DALLAS–M/C/C here kicked off a $2 million-plus campaign last week for a Dallas-based telecom, announcing its arrival into the fledgling local exchange carrier market for small businesses.
The high-tech agency picked up CapRock Communications’ account recently without a review. There was no incumbent. M/C/C president Michael Crawford said the shop’s experience with telecommunications firms like BellSouth, PageMart, TeleCall and Ericsson helped land the business.
CapRock, a publicly traded company with 1998 revenues of $87 million through September, will back a newspaper and radio campaign aimed at the small and medium-sized business owners dissatisfied with major phone companies like Southwestern Bell and GTE.