• Ad Age, Wednesday, September 19, 2007 11:30 AM

Initiative has left the review of AT&T's massive media account, whittling down to four the number of shops in contention for the $3.4 billion business. Initiative says it pulled out after a briefing from the client last week.

"In light of the conflict policy communicated to us ... it will not be possible for us to draw all of the resources from across Interpublic that are required to best meet the client's needs," the agency says. (Sister agency Universal McCann handles media for AT&T rival Verizon.) Remaining incumbents in the review are Omnicom Group's GSD&M, already the lead agency for media planning and buying for AT&T's landline business; WPP Group's Mediaedge:cia, which has done wireless media planning and buying; Omnicom's OMD, print agency for the wireless unit; and Publicis Groupe's Digitas, which does wireless digital planning and buying.

The telecom giant had sent out a request for proposals in August as part of an account consolidation. Select Resources International is overseeing the review.

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