Telerewards For Temerlin, Rapp

GTE Network Services in Irving, Texas, awarded its direct marketing account to Temerlin McClain and hired Rapp Collins Worldwide to oversee its newly created Customer Link loyalty program.
The assignments, confirmed by GTE last week, concluded a re-view launched earlier this year [Adweek, May 18]. Ogilvy & Mather, New York, lead agency for GTE Corp., previously handled the direct business through its Los Angeles and Dallas offices. McCann-Erickson Relationship Marketing, New York, was also considered in the review.
GTE Network Services, the unit that oversees the firm’s local phone service operations in 28 states, will spend $25-30 million on direct mail efforts through Irving-based Temerlin, sources said.
Temerlin president Dennis McClain could not be reached for comment at press time. Sources said the agency plans to add about 20 staff members.
Spending for the Customer Link program, to be handled by Rapp Collins’ Irving office, was not disclosed. Stephen Judge, co-managing director of the shop, could not be reached to discuss the assignment.
Doug Ritter, assistant vice president of marketing communications for GTE Network Services, said Temerlin’s selection does not affect Ogilvy’s status on the company’s primary account. “All of our mass media and key strategy work stays at O&M,” Ritter said, adding that Ogilvy assumed some direct assignments on an interim basis when it landed GTE’s main account in February 1997.
“Temerlin has been one of our roster agencies for a lot of years, and we felt it was only fair to reward them with additional business,” Ritter said.
In addition to its new direct chores, Temerlin handles consumer ads for GTE’s Internetworking service and retail stores.
Ogilvy will continue to handle direct marketing for GTE directories and long distance, according to Ritter. GTE is in the process of relocating its corporate headquarters from Stamford, Conn., to Irving.