AT&T's 2 billion dollar media account in review

AT&T has put its 2.3 billion buying and planning account in review. In a statement, AT&T said it will be issuing RFPs to incumbent agencies, which include OMD, Mediaedge:cia and GSD&M. It is expected to be completed at year's end. "This move will consolidate all of AT&T's media planning and buying at one agency and is part of the company's ongoing efforts to maximize efficiencies created, in part, by AT&T's acquisition of BellSouth at the end of last year," AT&T said in a statement. "AT&T is pleased with the work of all of its agencies to date." We can only assume the spending will increase dramatically, with the full acquisition Cingular Wireless. Cingular, previously a joint property of AT&T and BellSouth, now belongs exclusively to AT&T. Cingular spent 1.3 billion in 2005 and 1 billion through September 2006, per Nielsen Monitor-Plus. BellSouth spent 130 million in 2005 and 110 million through September 2006. The overall budget for AT&T, BellSouth and Cingular Wireless was reportedly 3.35 billion in 2006.

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