NTT goes with GCI for brand push

NEW YORK: Telecom giant NTT America has retained GCI Group for a US corporate brand identity program. The account is said to be valued in the high six figures, although NTT America VP of planning and marketing Jacques Richard said that the company is still in the process of determining its budget.

NEW YORK: Telecom giant NTT America has retained GCI Group for a US corporate brand identity program. The account is said to be valued in the high six figures, although NTT America VP of planning and marketing Jacques Richard said that the company is still in the process of determining its budget.

NEW YORK: Telecom giant NTT America has retained GCI Group for a US

corporate brand identity program. The account is said to be valued in

the high six figures, although NTT America VP of planning and marketing

Jacques Richard said that the company is still in the process of

determining its budget.



According to Richard, one reason that the company chose GCI was because

of senior marketing manager Eiri Fujikawa’s experience working with GCI

while she was with Japanese telecom company Oki. ’We did go through a

beauty contest,’ said Richard. ’GCI rose to the top of the heap by the

breadth of experience they bring to the table.’ GCI has worked with

telecom clients such as BellSouth, SkyTel and Nokia.



There seems to be some confusion as to how the ’beauty contest’ played

out. GCI said that NTT was a non-competitive win, while an NTT

spokesperson said three other firms - Ogilvy, KCSA and PR21 - were in

the running for the account. The spokesperson also said that Porter

Novelli and CCMR expressed interest but declined to pitch. However, a PN

source said the company has ’never even heard of (NTT),’ While CMR

claimed only to have pitched the company a year ago for its ad business

and Ogilvy and KCSA both said that they did not participate in the

account derby.



Another reason NTT chose GCI was its realistic approach to the

account.



’People see NTT North America as a way to get to NTT Japan’s money,’

said Richard. ’They think there’s a pot of gold at the end of the

rainbow. GCI recognized that we’re still a relatively small firm in

start-up mode in the US.’



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