AirTouch Cellular To Consolidate Advertising Efforts to Single Creative Agency.SAN FRANCISCO--(BUSINESS WIRE)--Aug. 3, 1998--AirTouch Cellular today announced it will select one advertising agency to handle both brand and promotional advertising. The advertising agency selected will replace the six agencies currently responsible for advertising in the three AirTouch Cellular regions. "In our continuing effort to reduce costs while delivering a consistent brand message across the 17 states in which we offer cellular service, AirTouch will select one agency to handle all advertising creative activities," said Ujjal Kohli, executive vice president of marketing for AirTouch Cellular. "Having one creative resource allows us to sustain our competitive edge as we continue our drive for new customers in the fast-paced wireless industry," he continued. Just recently AirTouch underwent a similar process to consolidate its media buying with a single firm. The selected media buying agency will be announced in late August. AirTouch continues to pursue cost efficiencies while aggressively marketing its services in the battle for new wireless customers. "By focusing on our marketing efforts, strengthening our brand positioning, and delivering top-notch customer service while executing our competitive pricing strategy, we'll retain our leadership position in the marketplace," Kohli added. Carol Kilgore, director of advertising for AirTouch Cellular, will lead a project team which will conduct the selection process. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Kilgore, "The creative agency review process has not yet been initiated. Candidate agencies will be invited to participate in the review process within the next month. Incumbent firms are likely to be considered for the new assignment." AirTouch currently works with the following agencies: TBWA TBWA Tampa Bay WorkForce Alliance (Florida) TBWA The Big What Adventure TBWA Texas Bottled Water Association TBWA Tampa Bay Water Authority (Florida) TBWA Tiny Bubbles With Attitude Chiat/Day, Mering and Associates, BBDO/Minneapolis, Bozell/Costa Mesa, Bozell/Detroit and Alcone Communications Group. AirTouch Cellular is a subsidiary of AirTouch Communications (NYSE NYSE See: New York Stock Exchange :ATI (ATI Technologies Inc., Markham Ontario, http://ati.amd.com) A leading manufacturer of graphics chips and display adapters. Founded in 1985 by K. Y. Ho, Benny Lau and Lee Lau, ATI chips and boards are widely used by OEMs. ). AirTouch Communications is the largest wireless company in the world. AirTouch owns interests in cellular, paging, and personal communications services See PCS. in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. and 12 other nations as well as an interest in the Globalstar satellite system. Based on its ownership share of its global ventures, the company serves over 15 million proportionate pro·por·tion·ate adj. Being in due proportion; proportional. tr.v. pro·por·tion·at·ed, pro·por·tion·at·ing, pro·por·tion·ates To make proportionate. customers (over 31 million total venture customers) including those acquired through the April 6 MediaOne Group MediaOne Group, Inc. was a media/cable TV company that was formed in 1995 as U S WEST Media Group. It was created to eliminate competition between U S WEST's telephone service and cable TV businesses. transaction. For a copy of this or other AirTouch press releases, please call 1-800-344-7531 or visit the AirTouch web site at www.airtouch.com.
CONTACT: AirTouch Cellular
Michael Alcalay, 916/424-5020
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