Verizon Wireless has consolidated its advertising agency responsibilities across three companies (down from eight) covering local markets nationwide. Hill Holliday, Global Hue and Zenith all have a piece of the action. Here's the breakdown:
Hill Holliday will be responsible for the strategy and creative support for all local advertising. The account will be handled by Hill Holliday's Erwin-Penland unit in Greenville, S.C., which previously handled retail marketing duties for Verizon Wireless in the southern United States; and Hill Holliday – New York, which had similar responsibilities for Verizon Wireless in the northeastern United States;
Detroit-based Global Hue, in an extension of its role as multicultural agency for national advertising, will be the lead multicultural agency for the company's local markets;
Zenith — New York, currently responsible for national advertising media planning and buying, will add to its duties the coordination and support of local efforts in markets throughout the country.
The three agencies now exclusively supporting Verizon Wireless' regional efforts will be called upon to ensure the company's brand strategy and messaging is consistent in all local newspaper, radio, outdoor and business advertising.
