Richards Makes BellSouth Finals

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The finalists in BellSouth’s ongoing review—Arnold, Grey, The Richards Group and Merkley Newman Harty & Partners—will have to deliver more than superlative creative and media expertise to win the estimated $120 million account.

The Atlanta-based client, irked by a communications breakdown with incumbent Merkley, is demanding topflight account service, sources said.

“BellSouth feels that they are a big plum in this lean year,” said an agency executive involved in the review.

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