Verizon hones its focus

Elkin, Tobi
June 2001
Advertising Age;6/18/2001, Vol. 72 Issue 25, p4
Trade Publication
This article presents information on the marketing strategy implemented by Verizon Wireless in the U.S. as of June 2001. As the nation's largest wireless provider with 27 million customers, Verizon Wireless has positioned itself as a cool, accessible brand in advertisements created by True North Communications' Bozell Worldwide. Bozell was the agency of record for Bell Atlantic Mobile prior to the creation of Verizon Wireless. But the young brand, created in April 2000 by the mega-merger of Bell Atlantic mobile, AirTouch Cellular, GTE Wireless and PrimeCo Personal Communications, has more than youthful designs on the market. The company plans an initial public offering in the fourth quarter of 2001. Its two powerful parents--Verizon Communications, which has a 59% majority stake, and Vodafone, which owns the rest--have helped fund forays into new technologies and filled the marketing coffers with some $300 million so far. While Verizon Wireless had a relatively solid launch, setting the stage for the debut of its parent Verizon Communications in June 2000, it had to remind consumers of its new name.


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