NEW YORK AND BASKING RIDGE, NJ — Verizon today announced a strategic initiative that creates a unique advertising team comprised of ten of the nation's leading brand and advertising agencies. The agencies will provide account services and creative support to Verizon Communications, Verizon Business and Verizon Wireless in an effort to create a common look and feel across the company's lines of business, as well as provide cost savings. The top-tier agencies were culled from an all-star cast of more than 20 creative and media-buying agencies currently used by all the Verizon companies.
"The Verizon brand resonates with customers as one with a strong tradition in providing quality communications products and services," said John Stratton, executive vice president and chief marketing officer at Verizon. "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."
The following agencies have been named to the Verizon strategic advertising team.
- McCann Erickson Creative
- Zenith - Media Buying
- Universal McCann - Media Planning
- Global Hue - Multi-Cultural
- Ad Asia - Multi-Cultural
- Moxie - Online Creative, Planning & Buying
- RGA - Digital Design
- Landor Associates - Brand Identity & Naming
- MRM - Direct Marketing
- Momentum - Sponsorships
"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.
Verizon Communications Inc. (NYSE:VZ), headquartered in New York, is a leader in delivering broadband and other wireline and wireless communication innovations to mass market, business, government and wholesale customers. Verizon Wireless operates America's most reliable wireless network, serving 60.7 million customers nationwide. Verizon's Wireline operations include Verizon Business, which delivers innovative and seamless business solutions to customers around the world, and Verizon Telecom, which brings customers the benefits of converged communications, information and entertainment services over the nation's most advanced fiber-optic network. A Dow 30 company, Verizon has a diverse workforce of more than 238,000 and last year generated consolidated operating revenues of more than $88 billion. For more information, visit www.verizon.com.