AT&T wrapping up search for branding-focused PR agency

BEDMINSTER, NJ: AT&T is close to selecting a new PR agency to work on branding projects as it refocuses its PR on its technology prowess.

BEDMINSTER, NJ: AT&T is close to selecting a new PR agency to work on branding projects as it refocuses its PR on its technology prowess.

AT&T has no agency of record, working with a variety of agencies on various projects. It has been searching for the new agency for about a month and has narrowed the field to three finalists, said Paul Kranhold, VP of corporate PR, adding that a decision could come in the next week.

While he would not discuss names of the finalists, Kranhold did say they are not large agencies. Agency size was not a major criterion of the search, he said.

The agency will work on branding issues tied into AT&T's efforts to reposition itself as a technology company rather than as merely a long-distance phone carrier.

The company early this year began a new ad campaign with the tagline "The World's Networking Company." PR efforts also will play on that theme, Kranhold said.

AT&T announced July 22 that it would no longer invest in its traditional consumer business. It will continue to service existing consumer customers and is offering voice over Internet protocol phone service to consumers and businesses in 100 markets across the country.

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