Targetbase Wins Cingular Direct Mktng.

Targetbase has won Cingular Wireless’ direct marketing business.

The Irving, Texas shop defeated finalists Rapp Collins Worldwide and LoweLive in NY, DMW Worldwide in Wayne, Penn. and BKV in Atlanta to win the Atlanta-based celluar services provider’s estimated $40 million direct marketing business.

Cingular marketing executives declined comment, as did Targetbase president David Scholes.

Targetbase, with $400 million in billings includes BellSouth, IBM, Marriott and Nestle among its clients.

The win represents the final piece of the Cingular Wireless marketing account to be awarded. BBDO’s New York and Atlanta offices won Cingular’s $250 million general marketing account last winter.