How Ogilvy Beat FCB and TBWA\C\D for AT&T

With its depth of resources and grasp of the wireless future, Ogilvy & Mather trumped TBWA\Chiat\Day and dark-horse candidate FCB to land the $400 million AT&T Wireless account.

Interestingly, the contest came down to Ogilvy and FCB, which as the incumbent was considered to be the underdog by the other competitors, sources said.

In the end, Ogilvy’s strategic pres entation for the client’s planned “third generation” wireless phone service—which includes streaming video, a color screen and faster Internet service to handheld devices—clinched the prize, a client representative said.