Ogilvy Wins AT&T Wireless

NEW YORK — Ogilvy & Mather has won the estimated $400 million AT&T Wireless account after a 4-month review, sources said.

The shop beat out FCB, New York, which took over the defense of the account from its San Francisco office, and TBWA\Chiat\Day in Playa Del Rey, Calif. Fallon in Minneapolis was cut from the review late last month.

The AT&T Wireless account, handled by FCB San Francisco for four years, went into review in March in preparation for the telecom giant’s split this month into four units–wireless, broadband, business and consumer.

Neither representatives from the Kirkland, Wash.-based client, nor its Basking Ridge, N.J.-based former parent, AT&T, could be reached for comment. Officials at the agencies also could not be reached.

The decision comes as FCB New York breaks a new campaign for AT&T Wireless today. The shop’s last campaign for AT&T Wireless broke last summer and was tagged, “Your world, close at hand.”

In questionnaires that went out to the competing agencies in late March, AT&T Wireless downplayed the creative aspect of the assignment and emphasized the importance of understanding its strategy and the wireless services category. There were also detailed questions about possible client conflicts.

FCB, New York, continues to handle ad duties on business-to-business offerings and specialty services such as 1-800-CALL-ATT and 1-800-OO-INFO. Corporate image duties and most long distance duties are at Young & Rubicam, New York.