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LONG DISTANCE PHONE COMPANY LCI INTERNATIONAL MAKES CALL TO RON FOTH ADVERTISING

 COLUMBUS, Ohio, Jan. 5 /PRNewswire/ -- LCI International, a Columbus, Ohio-based long distance telephone company, has named Ron Foth Advertising as its agency of record going forward.
 LCI recently introduced an innovative long distance residential service to several Midwestern markets and has initiated a major national accounts program with supportive national advertising. The company plans to continue rolling out its "Simple, Fair and Inexpensive" program as an alternative to AT&T, MCI and Sprint long distance services.
 "The telecommunications industry is very competitive," said Thomas J. Wynne, LCI's president. "We were searching for an advertising agency who could talk to our target customers in a compelling way, motivating them to investigate LCI as a long distance option. Today's agency needs to know market trends and how to help their client navigate through them, especially with the constraints of challenging economic times. We know how good our service is, and we feel confident Ron Foth Advertising is the right agency to help us tell people about it."
 Ron Foth, president and founder of Ron Foth Advertising, echoes that confidence. "We are extremely enthusiastic about this new relationship, and the opportunity to bring our consumer sensitivity and successful three-tier marketing approach to LCI's marketing agenda," Foth explained. "Our agency embraces a parallel business philosophy and mission to that of LCI. We're looking forward to the partnership."
 LCI began its regional and national advertising campaigns in March when it signed New York-based Amil Gargano & Partners as its agency because of their in-depth knowledge of the telecommunications industry. Two of Gargano's partners created the original advertising concepts for MCI Communications Corporation during its infancy.
 "Our relationship with Amil Gargano & Partners got us out of the blocks and helped us create a positive image in the marketplace," Wynne explained. "Going forward we needed to make a switch to a company that has the ability to focus on the regional markets where we hope to take our service and develop response campaigns that will maximize our advertising dollars. We believe we have found that resource in Ron Foth."
 Sherry Wells, director of consumer marketing for LCI, believes the switch will help her company better meet their aggressive short- and long-term customer acquisition goals. "The move from our New York advertising agency to the Columbus-based Ron Foth Advertising agency means we can anticipate and respond more swiftly to changes in the market. Foth's experience in consumer marketing will bring a fresh perspective to creative development and media planning. I'm counting on their talent to express our message to consumers so LCI won't miss a beat in its continued expansion into residential markets," Wells said.
 LCI International is a worldwide, facilities-based telecommunications company that provides a full line of voice, data and video transmission services to meet both business and residential customer's needs through its state-of-the-art fiber optic network. LCI International, with headquarters in Columbus, Ohio, is a privately-held company whose majority shareholders include New York-based E.M. Warburg, Pincus & Co., Inc., the largest venture banking firm in the United States, and Primus Venture Partners, Cleveland, one of the largest venture capital firms in the Midwest.
 Ron Foth Advertising is a full-service advertising agency with a special sensitivity to consumer marketing. Established 16 years ago, RFA employs 47 full-time staff members, and operates from its own corporate headquarters located at 8100 North High Street in Columbus, Ohio. In addition to creative, media and account services, RFA operates its own audio/video studios and complete print and photography divisions.
 -0- 1/5/93
 /CONTACT: Jim Fette of LCI International, 614-798-6272, or Jim Nardecchia of Ron Foth Advertising, 614-888-7771/


CO: LCI International, Ron Foth Advertising ST: Ohio IN: TLS ADV SU:

BM -- CL010 -- 1617 01/05/93 10:03 EST
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Date:Jan 5, 1993
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