Triton Taps Margeotes; 2nd Review in a Year

Increased Ad Budget Spurred Need for a New Review, Says Client
NEW YORK-Margeotes/Fertitta + Partners has won the $10-12 million account of Triton PCS after a six-week review, the second time in nine months the client has hired an agency.
In July, the client tapped West & Vaughan in Durham, N.C., after a review that was limited to Southern shops [Adweek, Aug. 3]. This time around, New York-based Margeotes beat out Kirshenbaum Bond & Partners and Warwick Baker O’Neill, both in New York, for the business which includes both creative and media duties. The review began in March with about 10 shops.
The client cited outstanding creative, strong strategic skills and excellent chemistry with the agency, as reasons for selecting Margeotes.
The ad budget has increased from $5 million when W&V was hired to $10-12 million. “We felt that, with the growth of the business and the depth of our needs, we needed a bigger agency,” said Christine Davies, vice president, corporate communications and advertising at the client. W&V did not return calls. The agency declined to comment.
Malvern, Pa.-based Triton is an affiliate of the AT&T Wireless Network, and its services cover much of the Southeastern U.S. Triton began rolling out personal communications services offerings in six markets in parts of Virginia, Georgia, Tennessee and the Carolinas in January under the brand SunCom. Davies said the national growth strategy required an agency that could service a high-volume, retail-oriented account. W&V produced only print advertising while it had the account, Davies said.
The agency’s first work for the client will likely air in the next two months. It will “run the full gamut,” including TV and print, Davies said.
AT&T Wireless Services operates the largest digital wireless network in North America.
While Margeotes also handles MediaOne, a telecommunications company, Davies said Triton was satisfied that no conflict between the two companies existed. AT&T made a $54 billion bid for MediaOne last week, a month after Comcast made a $48 billion bid for the company. -with Kathleen Sampey