AT&T has put its $3 billion-plus media-buying and planning account into review, and the telco says it will be issuing RFPs to incumbent shops including OMD, Mediaedge:cia and GSD&M. And it has
signed up Select Resources International to handle the search, expected to be complete by the end of 2007.
"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," the company says, adding that it "is pleased
with the work of all of its agencies to date."
Other agencies on the current roster include Digitas and Initiative. AT&T spends $3.345 billion a year in both measured and unmeasured media to push brands including AT&T, BellSouth and Cingular Wireless.