WSW nabs Broadwing and Waitt

NEW YORK: Weber Shandwick Worldwide's New York office has scored two big accounts, becoming agency of record for telecommunications company Broadwing and the family charity of Gateway Computer founder and chairman Ted Waitt.

NEW YORK: Weber Shandwick Worldwide's New York office has scored two big accounts, becoming agency of record for telecommunications company Broadwing and the family charity of Gateway Computer founder and chairman Ted Waitt.

NEW YORK: Weber Shandwick Worldwide's New York office has scored two big accounts, becoming agency of record for telecommunications company Broadwing and the family charity of Gateway Computer founder and chairman Ted Waitt.

The Broadwing account - which is said to be worth upward of dollars 600,000 - was the subject of a bidding war among a number of large PR firms. The telecoms firm looked at eight agencies and heard pitches from three before settling on WSW.

'It's very hard to find those agencies that aren't already engaged with a rival company,' said Thomas Osha, vice president and chief of staff at Broadwing.

Formed in 1999 following the merger of Cincinnati Bell and Texas' IXC, Broadwing is headed by president and CEO Richard Ellenberger.

WSW will handle Broadwing's financial media relations, analyst relations, public affairs and CEO positioning. The company's Cincinnati Bell division will continue to use Northlich Communications locally.

The Waitt Family Foundation, formed in 1993, boasts an endowment of dollars 500 million. Focused on technology issues and families in need, the charity recently gave dollars 50 million to PowerUp, a Washington, DC-based initiative to close the 'digital divide.'

WSW has also picked up three other pieces of business in the past two weeks: the Italian Trade Commission, for which it will educate US consumers on Chianti Classico wines and Parmigiano-Reggiano cheese; the Government of Sweden, for which it will pitch Sweden's call-center capacities to US companies; and a series of grants from the New York City Council for public education projects on children's cancer and sudden infant death syndrome.



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