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Lucent Technologies Builds New Agency Line Up to Lead Worldwide Advertising and Brand Communications; GlobalWorks Selected along with International Co-Production and Carat in 'True Convergence' Campaign Spotlighting Today's Digital LifestylesNEW YORK --(Business Wire)-- Dec. 1, 2005 -- GlobalWorks Group was named worldwide creative advertising agency of record by Lucent Technologies, Yuri Radzievsky, agency president, announced today. GlobalWorks is Lucent's lead advertising agency for strategy, creative development, brand communications and language management on a worldwide basis. As lead agency, GlobalWorks teams with Carat Group for media planning and buying and with ICP - International Co-Production - for through-the-line campaign implementation and global brand asset and production management. "The appointment of GlobalWorks represents a more streamlined approach to global advertising for Lucent," said Mark Miller, Lucent's senior manger, group communications and marketing. "This approach is designed to give us more flexible marketing partner relationships and a more cost-effective vendor model. We believe that by leveraging the unique capabilities of each agency, we will strengthen the Lucent brand worldwide." "Our mandate is to reinforce how Lucent is making true convergence a reality by enabling truly simple, truly seamless communications experiences for the end-user," Mr. Radzievsky said. "We're all living and running around with four or five pieces of gear, which reflects today's digital lifestyle and work style," Mr. Radzievsky said, "and the advertising will focus on how Lucent will bring real harmony to what until now has been an ever growing vortex of communications chaos." "True Convergence" is the key theme of Lucent's advertising," said Lucent's Chief Marketing Officer John Giere: "We're beginning with a strong market vision and positioning around true convergence. We believe our offering can powerfully differentiate Lucent in the global marketplace. The overriding theme is to show how Lucent's solutions will simplify life, at work, at home and on the go across the entire horizon of personal communications media, and give end-users control of the experience." The integrated advertising campaign is being deployed globally, with market-specific initiatives. Financial terms of the agreement are not being disclosed. About GlobalWorks The New York-based firm is an independently-owned global advertising agency that delivers creative, cost-effective services for managing global brands. In addition to developing award-winning global advertising campaigns across all media and cultures, GlobalWorks also provides innovative technology solutions that help global marketers control and manage their brands worldwide. GlobalWorks handles a broad range of consumer and business-to-business accounts, including; Cablevision, Hughes Network Systems, and Ernst & Young. For more information, visit www.globalworks.com. About International Co-Production 17 years established ICP - International Co-Production - partners with international brands to provide agency network services on a centralized basis. ICP implements through-the-line advertising campaigns in over 100 countries around the world from London, for brands such as American Express, Avon Cosmetics, Carlsberg, Diageo, Estee Lauder, Gillette, and Jose Cuervo amongst others. For more information on ICP please either contact Simon Moore on +44 207 436 4300, or visit www.icpnet.com. |
