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AT&T’s Media Account Goes Into Play

AT&T’s $3.4 billion media account is going into play, and the telecom giant said that it expects to complete the review by the end of the year.

The move will consolidate all of AT&T’s media planning and buying into one shop and, as such, is part of the company’s efforts to maximize efficiencies create by its acquisition of BellSouth at the end of last year, writes AdAge.

AT&T has told Wall Street that a fifth of its savings from the BellSouth acquisition will come from efficienceis in advertising and marketing. Incumbents, including GSD&M, Mediaedge:cia, OMD, Initiative and Digitas, are being asked to participate in the review.

AT&T, the nation’s second largest advertiser, shifted lead agency responsibilities from GSD&M to BBDO earlier this year.
The telecom giant spent $2.341 billion in measured media last year, but that figure may be slipping. Through the first five months of 2007, AT&T spent only $914 million compared with $1.69 billion for the same period last year.