Cellular South Selects Y&R

NEW YORK Young & Rubicam here has landed creative duties on Cellular South, a regional telecommunications provider based in Jackson, Miss., the client confirmed today. Estimated billings are $30 million, per sources.

The WPP Group shop added the account without a review. Previously, Omnicom Group’s Martin/Williams in Minneapolis handled the business.

Media duties, also at M/W, are shifting to WPP’s Maxus here, according to the client.

“From a strategy standpoint, we do make changes from time to time. And, at this point, we felt [it was] best to make a change,” said a client representative.

Interactive duties remain at Huge, an independent in New York.

Cellular South, which describes itself as the largest privately-held wireless provider in the U.S., focuses primarily on four states in the Southeast: Mississippi, Tennessee and parts of Alabama and Florida.

Past major media spending on the brand has ranged between $5-10 million. Last year’s total was nearly $10 million, up from about $6 million in 2006, according to TNS Media Intelligence. This year’s spending, however, will increase “significantly,” according to the rep, though he declined to provide a specific figure.

Y&R, which referred calls the client, announced the win internally today via an e-mail from New York managing partner Shelley Diamond and co-executive creative directors Scott Vitrone and Ian Reichenthal.

The agency’s creative is expected to take the form of TV, radio, outdoor and in-store ads, as well as promotions.