Temerlin, TN Media Share Nortel




Networker Shifts Corporate, Product Duties to True North Shops
DALLAS–Nortel Networks moved its corporate image and product advertising to True North Communications’ Temerlin McClain and TN Media from Hill, Holliday, Connors, Cosmopulos after a shootout between the roster shops last month.
Mark Davis, Nortel’s vice president of corporate advertising and media, confirmed the move last week.
Spending plans are still being finalized, but sources said the client will commit $70 million or more to marketing in 1999, with Irving, Texas-based Temerlin handling creative and media planning duties and TN Media, New York, executing buys. Television and print will account for the bulk of Temerlin’s work, Davis said. Agency executives could not be reached at press time.
Davis said the consolidation was designed to unify marketing messages across all divisions. He said Temerlin will call on Bozell offices internationally for assistance.
After Northern Telecom acquired Bay Networks earlier this year, Bay agency Hill, Holliday in Boston was tapped to launch the first ads for the newly named Nortel Networks. Eliminated from the roster at that time was Nortel’s corporate agency, Bozell Worldwide, New York.
Despite that shift, Temerlin McClain–a sister agency of Bozell under True North–retained its account for Nortel’s Enterprise Networks division in Richardson, Texas.
A realignment of marketing staff after the Bay acquisition triggered the review. Bill Conner, who had been president of Enterprise Networks’ data division, became executive vice president of corporate marketing and communications–the company’s top marketing post.
Hill, Holliday’s first work for Brampton, Ontario-based Nortel used the tagline, “How the world shares ideas.”
Nortel, a provider of networked phone and computer systems, will ramp up ad spending in 1999 to compete with telecom equipment suppliers like Lucent Technologies and computer networkers such as 3Com. Lucent spent $26.7 million on consumer ads last year; 3Com allocated $49.6 million, per Competitive Media Reporting. Nortel and Bay posted a combined $13 million through September 1998, per CMR, which does not record trade media spending.