By Todd Spangler -- Multichannel News, 1/12/2007 7:48:00 AM MT
AT&T announced Friday that it will extinguish the six-year-old Cingular Wireless name in order to apply the AT&T brand to the mobile carrier’s offerings.
AT&T will launch an ad campaign Monday explaining the move. "AT&T, BellSouth and Cingular are now one company, and going to market with our services under one brand is the right thing to do," CEO Ed Whitacre said in a prepared statement.
The company said the ads will include a “transitional” graphic with both the AT&T and Cingular logos, along with the tag line: "Cingular is now the new AT&T."
AT&T is not disclosing the amount it will spend on the brand-transition campaign. However, it estimated that 20% of the operating-expense savings from the acquisition of BellSouth will come from advertising as operations are moved under a single brand.
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