Cingular Tries New Tack

NEW YORK Cingular Wireless broke a new campaign last week in print with a new tagline, “Cingular fits you best,” a client representative confirmed. The national retail ads ran largely in newspapers. TV spots will be unveiled next month.

BBDO in New York and Atlanta handle Cingular’s advertising, and its Omnicom sibling OMD handles media duties. The agencies won the account in 2000 after a review and broke a campaign in 2001 tagged, “What do you have to say?” The campaign focused on self-expression and featured a jack-shaped orange logo. Celebrities such as Savion Glover and the cast of the Off-Broadway show “Stomp” also appeared in commercials.

BBDO produced the new campaign as well. An agency representative declined comment, referring calls to the client.

In a speech earlier this week Cingular Wireless CEO Stanley Sigman, who joined the Atlanta-based company in November, said research showed that the previous campaign was not effective in attracting customers.

Cingular Wireless spent about $460 million in media from January to November 2002, per CMR.