AT&T CANADA BECOMES ALLSTREAM
By Adnews Staff
Toronto-based AT&T Canada unveiled its new corporate identity yesterday. The telecommunications company has changed its name to Allstream. The firm's new logo is a grey, orange and blue ellipse. Also, a new Web site has been constructed at <http://www.allstream.com>. AT&T used New York-based Lippincott Mercer for brand strategy and name development. The changes will be introduced through an advertising campaign from Publicis, which was retained as AT&T Canada's advertising agency earlier this year. The first phase of the campaign breaks today with prints ads in major newspapers, according to Mike Kologinski, executive vice-president of marketing for Allstream. Outdoor, online, radio and elevator advertising will also be used during the first phase of the campaign. Later this year, a second phase with new creative will begin, intended to communicate the personality of the Allstream brand. In this campaign AT&T Canada will use ZenithOptimedia for media planning and buying and Cohn & Wolfe for public relations.