Long Distance Int’l. Decides

Global Telco in Florida Taps New Yorkers
NEW YORK–The “depth and breadth” of Lieber Levett Koenig Farese Babcock’s (LLKFB) knowledge of Long Distance International’s business helped the shop win its second major above-the-line account.
An initial list of 30 agencies was pared to five and then two, before LDI selected LLKFB here to handle the estimated $10 million account.
“The executives [at LLKFB] gave us a lot of confidence because of their thorough knowledge and the questions they asked,” said Richard Blume, chief operating officer at the Fort Lauderdale, Fla., client.
The other contenders were undisclosed. Barbara Schechter Consulting of Fort Lauderdale helped conduct the search.
The winning agency, which now claims billings of $60 million, will handle creative and media duties. Plans also call for direct mail, Web site redesign and television spots, a first for the company. In the past, LDI used shops in Florida and New York on a project basis. Blume expects the first TV work to break next month in three markets.
Small by AT&T standards, LDI claims about $60 million in annual revenue and 250,000 customers in 45 states. It serves another 100,000 in Europe, where it is connected by trans-Atlantic switches. LDI seeks to distinguish itself as a global provider with a focus on customer service.
During the review, LLKFB provided samples of its work for Casio, Prodigy and Xerox. Like Casio, LDI gives the shop a chance to show it can do more than direct response.
“That’s the exciting part–we get to make a brand with them,” chief executive officer Bob Lieber said.