Indiantelevision.com Team

(19 May 2007 4:35 pm)

MUMBAI: Verizon, a global provider of broadband and wireless communication, has announced a strategic initiative that creates an advertising team comprised of ten of the nation's brand and advertising agencies.

The agencies will provide account services and creative support to Verizon Communications, Verizon Business and Verizon Wireless. The initiative is an effort to create a common look and feel across the company's lines of business, as well as provide cost savings.

The agencies were culled from an all-star cast of more than 20 creative and media-buying agencies currently used by all the Verizon companies.

Amongst the key responsibilities, McCann Erickson will chair the creatives. Zenith and Universal McCann have been assigned charge of the media buying and media planning respectively, states an official release.

Verizon executive vice president and chief marketing officer, John Stratton said, "Fewer agencies will allow us to leverage key creative teams and develop one immediately identifiable Verizon brand. It is an essential step in a process that will help us continue to lead the industry in providing quality voice, data, entertainment and business solutions."

"Each of the business groups will continue to create advertising to support their products and services," Stratton added. "This new advertising team will help us respond to the market faster because we are sharing more of the basic behind the scenes resources."

The decision comes on the heels of Verizon's organizational change announced in January that made Stratton responsible for the marketing and brand initiatives of all the Verizon business groups.