GSD&M Gains More of SW Bell

Acquires SBC Telecom’s $15 Mil. Business
DALLAS–SBC Communications chose roster shop GSD&M last week to handle advertising for its new long-distance service, SBC Telecom, an account valued at $15 million.
San Antonio-based SBC applied this month with the Federal Communications Commission to provide the service in Texas. It could begin operating as soon as April, pending the regulatory agency’s approval.
A formal review was not held, but roster shop Goodby, Silverstein & Partners in San Francisco, which handles SBC’s Pacific Bell division, was under consideration, in addition to GSD&M of Austin, Texas.
“GSD&M for a year or more has been the agency for Southwestern Bell in Texas. That is where we’ve applied to do business, so this is part of their continuing work on the account, much as we might introduce a new product,” said SBC representative Larry Solomon.
Anticipating a green light from the FCC, Solomon said GSD&M will begin work immediately on a creative campaign that could break “within days” of government approval.
Officials at GSD&M declined to comment on the sizeable increase in billings, citing a client confidentiality agreement.
The new long-distance telecommunications business strengthens a relationship made even sweeter earlier this year with SBC’s consolidation of its $80 million Ameritech media buying account at GSD&M. The agency already was buying media for SBC’s Southwestern Bell and Pacific Bell units, in addition to its creative duties.