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Telecom Begins $2.3 Bil. Review To Consolidate Media Business

NEW YORK Phone giant AT&T is conducting a review to consolidate U.S. media planning and buying for its landline and wireless services at one roster shop, the client confirmed last week. The company spent $2.3 billion in U.S. measured media in 2006, according to TNS Media Intelligence. The incumbents are Omnicom’s GSD&M (which last week changed its name to GSD&M’s Idea City), which handles all media planning and buying (including digital) for the AT&T landline service; IPG’s Initiative, which has media chores for the nine-state Southern region, formerly known as Bell South, which AT&T acquired late last year; and WPP’s Mediaedge:cia, which does planning and buying for AT&T Wireless (formerly known as Cingular).

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