Fitzgerald Wins Telecom

Cable & Wireless Consolidates Creative Assignments
ATLANTA–Fitzgerald & Co. won an Atlanta-only competition for the multimillion dollar advertising business of Cable & Wireless Caribbean and Atlantic and Cable & Wireless Caribbean Cellular.
The other two agencies considered were the Atlanta offices of BBDO South and J. Walter Thompson. Fitzgerald is part of the Interpublic Group of Cos., meaning all three contenders invited to pitch the business are part of worldwide agency holding companies.
Fitzgerald was hired to be in charge of all creative development, account management and media planning. A Cable & Wireless representative said media buying will continue to be handled separately.
C&W official Sonny Pearl said Fitzgerald’s appointment represents the first time all of the client’s creative work has been placed at one shop.
“With much more competition coming into the telecommunications markets here and everywhere else, we felt a consistent brand presence was really crucial,” said Pearl of the decision to consolidate creative assignments. “We wanted a sizable agency who could give us that across the region.”
Pearl said that a C&W staffer who had previously worked with a number of agencies in Atlanta had helped assemble the list of contenders.
The client has asked its new shop to concentrate on new regional products and pricing plans as well as brand positioning. The media mix is expected to include national television, radio and print advertising in each market, along with regional broadcast, print and collateral. Initial advertising will break in November.
Fitzgerald has category experience coming into the account. It had worked with AirTouch Cellular on a regional basis for a number of years before client consolidation on that business saw it leave earlier this year.
“Cable & Wireless faces unique challenges–deregulation, intense competition and brand repositioning,” said agency president and chief executive officer Dave Fitzgerald in a statement.