Troubled Telco Breaks Biggest Campaign Yet

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Buffeted by the resignation of its CEO amid a Securities and Exchange Commission investigation, for the past year Qwest Communications has run advertising designed to regain consumer confidence. But with new rivals adding competitive pressure, the still-struggling telco is shifting from building consumer trust to wooing new customers, launching what sources estimated is its largest campaign, a $25 million-plus effort from Interpublic Group’s Foote, Cone & Belding in New York.

The TV, print, radio, direct-response and interactive effort breaks Aug.

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