Nortel Moves Account From Temerlin to T3

DALLAS Nortel has shifted creative and media duties on its $10-15 million North American ad account from Temerlin McClain to independent T3 in a consolidation, the client said.

Interpublic Group’s Temerlin has handled the duties for nearly seven years and broke a $10-15 million print campaign in September that veered from the client’s 3-year-old, trade-focused ad strategy. Client director of global branding and advertising Bruce Horner said that campaign would continue to run through some time next year.

T3 first began working with the Brampton, Ontario-based client in January and ultimately picked up the client’s online creative and media buying in March following a review. Both the agency’s New York and Austin offices will handle the account.

“[The shift] has nothing to do with Temerlin not doing a good job,” Horner said. “It’s really more of a reflection of our evolving needs and our direction and revitalization efforts with our brand. T3 is better positioned to help us with that.”

Horner said the strategic focus developed under Temerlin would continue to be played out through print and online media. “We don’t expect a dramatic shift in strategy,” he said.

The client, hit by the poor economy, spent $6 million on advertising last year, down 84 percent from 2001, per TNS Media Intelligence/CMR.