Global Crossing Moves to N.Y. Shop

ATLANTA Global Crossing has moved creative chores on its estimated $3 million account without a review to Our Man in Havana, an independent agency in New York.

The Martin Agency, an Interpublic Group shop in Richmond, Va., previously handled the assignment. Martin retains media chores on the account, which it has held for five years.

Our Man in Havana had been doing projects for the Florham, N.J., Internet telecommunications company since January, said Andrew Golomb, co-founder and co-creative director of the shop. Golomb’s partner, Tony Gomes, had an existing relationship with Global Crossing’s director of advertising and branding, Khurram Mirza, Golomb said.

Global Crossing is the shop’s first comprehensive account since opening in January. It also does project work for Remy Martin, Cointreau and Antinori, Italy’s largest winery.

The campaign, which launched this month, consists of print ads mostly in telecom trade magazines and similar publications in Latin America. The ads also will run in Forbes and Fortune magazines. The campaign positions the company as an alternative to larger carriers such as AT&T and Verizon.

Global Crossing operates a global system of fiber optic networks that provide Internet access and network services for corporations and government entities.

In 2003, as it emerged from bankruptcy, the company spent $700,000 on measured media, according to TNS Media Intelligence. The amount increased to $2 million in 2004 and slightly more than $3 million last year.