Y&R secures dollars 50m Concert telecoms start-up

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.

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

US.



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

buying.



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