MRA Is Right for Price in South

Syracuse Parent Helps Atlanta Division Land Telecom Account
ATLANTA–Price Communications has chosen MRA as agency of record for the Southeast portion of its wireless telecom services business.
The win is the first major account to be landed by the Atlanta division of MRA, previously Crumbley & Alba, since it was purchased by parent MRA Group in Syracuse, N.Y., earlier this year.
Billings were not disclosed, but one source familiar with the Atlanta-based account said it was worth about $7 million. There was no incumbent for the business, which had previously been handled through an in-house marketing department.
The decision by the provider of Cellular One services to partner with an agency coincided with the addition of a new director of marketing, Crissy Hura.
“What got us in the door initially was that [Hura] was looking for an agency that had account planning resources, and with our merger last year with Syracuse, that’s a function we’ve been able to implement here,” said MRA president Cheryl Lee.
Hura said other finalists for the account were Atlanta’s Folio Z and Littlefield Marketing & Advertising in Tulsa, Okla.
Client president Dennis Stone said MRA’s “industry experience, fresh thinking and breadth of services” were the reason the $18 million shop got the nod.
Lee said that while the Atlanta location of MRA had staff members with telecommunications experience, the Syracuse headquarters is currently national agency for Frontier Communications, a Northeast cellular services provider.
Lee said members of the Syracuse account team flew south to help their Atlanta associates prepare for the pitch. The new video teleconferencing capabilities at the MRA offices were also employed during the presentation to the client.
“But everyone is going to be holding [the Atlanta office] accountable for producing the results,” Lee said. “[Syracuse] will continue to participate in the planning and strategic development, but the day-to-day man-agement of the account and the executions will come out of Atlanta.
. . . We will be driving the creative, absolutely.”
MRA will handle Price Communications’ creative development and media buying for television, radio, newspaper and outdoor advertising. It will also provide promotional planning, public relations and collateral support.