Brunswick Group, Sard play role as SBC obtains AT&T

SAN ANTONIO: SBC Communications turned to the Brunswick Group for help with the announcement that it will acquire AT&T, which brought in Citigate Sard Verbinnen.

SAN ANTONIO: SBC Communications turned to the Brunswick Group for help with the announcement that it will acquire AT&T, which brought in Citigate Sard Verbinnen.

AT&T confirmed the relationship with Sard, but declined to elaborate. Sard could not be reached for comment.

SBC announced last week that it plans to acquire AT&T for $16 billion. If approved by investors and regulators, the deal is expected to close in the first half of next year.

Brunswick partner Michael Buckley said the firm worked alongside SBC and its agency of record, Fleishman-Hillard, to coordinate a communications strategy.

"After initial leaks [of the acquisition news] depressed SBC's share price, the communications team's efforts to explain the value inherent in the transaction resulted in a strong rebound for SBC's stock," said Buckley.

Fleishman SVP Michael Coe said the agency worked under the direction of Selim Bingol, SBC's SVP of corporate communications. But he declined to provide further details.

SBC could not be reached for comment.

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