Young & Rubicam has been appointed to launch a dollars 50 million
global campaign for Concert, the international joint venture between two
of the world’s largest telecommunications companies, BT and AT&T.
The agency has created a campaign introducing Concert by building on BT
and AT&T brand values. Print and internet ads will break next week in
more than two dozen countries across Asia, Europe and North America.
Graham Phillips, the worldwide chairman and chief executive of Young &
Rubicam, said: ’Concert is unique in that it is a dollars 7 billion
start-up company with a comprehensive global strategy and the know-how
to execute it.’
Concert is aimed at multinational customers. It is building its own
network, as well as using BT and AT&T’s existing networks in the UK and
BT originally set up Concert as a joint venture with MCI in 1993. But in
1998, MCI merged with WorldCom instead of BT, which then bought back
MCI’s 25 per cent stake in Concert. In the same year, BT announced a
joint venture with AT&T.
Jean Liu, Concert’s vice-president of advertising and brand management,
said: ’We’re creating a global brand and we need to reach out to major
multinationals and our local partner companies around the world. We also
need the best possible advertising partner, with world-class branding
expertise and global reach.’
Although the entire Y&R network will be involved in the campaign,
strategy and creative work will be led by the Hong Kong agency.
The Media Edge, also in Hong Kong, will handle global media planning and