Dailey Creates U S West PCS Ads

Dailey & Associates has developed an integrated advertising campaign for U S West’s first personal communications services (PCS), which was launched last week in Denver and Boulder, Colo.
U S West claims its Access2 PCS is the first digital wireless phone service to combine various home and office phone features such as call waiting, caller ID and call forwarding with the convenience of mobile phones.
“We’re pleased with Dailey,” said Pamela Miller, U S West Communications’ director of marketing communications. “They have a highly creative, excellent account management team.”
The agency has worked with the Denver-based telecommunications company for over a year.
In the four TV ads from Dailey, the service is shown as a convenient way for busy people to get calls away from the office or home.
Using U S West’s tagline, “Life’s better here,” the campaign is expected to roll out by the end of the year to other Colorado cities as well as Oregon, Washington state and Phoenix. Starting next year, it will expand to U S West’s 14-state region. Billings could reach $20-30 million, according to industry estimates.
Dailey’s PCS work does not affect U S West’s relationship with agency of record N.W. Ayer & Partners in New York, company officials said.