NEW YORK - Verizon Communications has appointed a new partnership of Draft Worldwide, New York, and Lowe Lintas & Partners, New York, as its advertising agency of record.
The partnership between Draft and Lowe Lintas brings together two agencies of The Interpublic Group of Companies (IPG), in a unique client-centric joint venture. Moving the Verizon advertising account to the new partnership brings together a leading global telecommunications company and the largest advertising network in the country.
"There are two words that sum up this change - efficiency and brand," said Janet Keeler, Verizon senior vice president for Brand Management and Marketing Services. "By bringing all of our advertising and marketing services work under one group -- the new Draft/Lowe Lintas partnership - the Verizon brand will be managed more centrally, more consistently, efficiently and effectively. This Draft/Lowe Lintas collaboration can serve the full breadth of our business and provide a single resource for all of our brand management activities.
"With the extensive volume of business Draft does for Verizon now and the abilities of Lowe Lintas as a leader in building and maintaining brands, we are confident that this exciting partnership will provide the best fit for the Verizon brand," she said.
"Adding the exceptional creativity of Lowe Lintas & Partners, New York, to the already strong work by Draft Worldwide, New York, will be a powerful cornerstone to the relationship with Verizon. Tremendous things will result from this alliance," said John Dooner, chairman and chief executive officer of The Interpublic Group of Companies.
The new assignment for the Draft/Lowe Lintas partnership includes responsibilities for Verizon's brand, consumer and business products and services, broadband services and long-distance services. Draft will continue to serve Verizon in all matters related to the company's direct marketing/direct response advertising.
Keeler said that by moving the account for Verizon's brand and telecommunications products to the Draft/Lowe Lintas partnership, virtually all of the company's advertising work will be managed by agencies under the IPG umbrella. Verizon Wireless is served by Bozell, part of True North Communications, which is being acquired by IPG, and the Verizon Information Services account is handled by Deutsch, a current IPG company. "Having these major portions of our business - and most importantly our brand - cared for and managed under one roof is an enormous advantage for Verizon," she said.
Draft also will continue in its partnership with ZenithMedia as media agency of record for Verizon Communications, Verizon Wireless and Verizon Information Services.
Keeler noted that Burrell Communications will continue as Verizon's agency of record for the African-American market, and La Agencia de Orci will continue as the company's agency of record for the Hispanic market. "These agencies have done a terrific job in promoting Verizon products and services to their growing markets," she said.
The movement of the Verizon account to the Draft/Lowe Lintas partnership makes Verizon one of the top accounts within the IPG network.
"Being Verizon's advertising agency and establishing this alliance between Lowe Lintas & Partners, New York, and DraftWorldwide, New York, is a great opportunity," said Gary Goldsmith, chairman and chief creative officer of Lowe Lintas & Partners, U.S. "In such a highly competitive category, great creativity executed in a very interconnected way will be a real competitive advantage for the client."
"Verizon is already the telecom industry's pacesetter," said David Florence, president of Draft Worldwide, NY. "I look forward to helping Verizon continue its industry leadership. And I am confident that together we will help build the Verizon brand into one of the most significant brands in our country."
With offices in 27 countries, billings of more than $3 billion and a blue-chip client roster, DraftWorldwide is one of the industry's leading integrated global marketing agencies. DraftWorldwide is a unit of The Interpublic Group of Companies, Inc. (NYSE: IPG).
Lowe Lintas & Partners Worldwide is the global advertising arm of The Lowe Group. The Lowe Group was founded in London in 1981 and now ranks among the world's top 5 agency groups, with billings in excess of US $12.3 billion and offices in over 80 countries. Lowe is a member of the Interpublic Group of Companies (NYSE:IPG).
Verizon Communications (NYSE:VZ) is one of the world's leading providers of communications services. Verizon companies are the largest providers of wireline and wireless communications in the United States, with nearly 109 million access line equivalents and more than 27.5 million wireless customers. Verizon is also the world's largest provider of print and online directory information. A Fortune 10 company with approximately 260,000 employees and more than $63 billion in annual revenues, Verizon's global presence extends to 40 countries in the Americas, Europe, Asia and the Pacific. For more information on Verizon, visit www.verizon.com.
Louise Higgins, The Lowe Group,