Texans Compete for Western Telecom

SAN FRANCISCO Two Texas shops are contenders in the review for the estimated $15 million advertising account of Western Wireless’ Cellular One brand, the client confirmed.

Publicis in Mid America, Dallas, and Interpublic Group’s Temerlin McClain, Irving, Texas, are contending against Carmichael Lynch, Minneapolis, and independent Hoffman/Lewis, San Francisco, according to Jerry Gallegos, vice president of marketing for Western Wireless in Bellevue, Wash.

Periscope in Minneapolis originally made the list of semifinalists but pulled out because of a conflict of interest involving another client, Cox Business Services, Gallegos said. He said Temerlin, which had been cut when the list was narrowed from 14 to four semifinalists, was then invited back into the review.

The winning agency will handle media and creative on the Cellular One brand for Western Wireless markets and for licensees.

The effort will include a national branding campaign aimed at bringing stronger positioning to the Cellular One name, said Gallegos. “Because we licensed the Cellular One name out, there has been some inconsistencies for the brand position in the market,” he said.

Consultant Nancy Brumfield, a principal at The Marketing Group in Seattle, is conducting the review.

The semifinalists are expected to present creative in the next two weeks. Plans call for the field to be cut to two finalists before selecting a winner in early April.

Western Wireless previously worked with undisclosed small media planning and advertising agencies in the Pacific Northwest.

The client serves more than 1 million subscribers in 19 Western states under the Cellular One and Western Wireless brand names.