GENESIS GRABS U.S. BELL BUSINESS
By Adnews Staff
Toronto-based Genesis DR and Marketing Communications Inc. of London, Ont. have teamed up to launch a test market campaign for U.S. West, one of the baby Bell telecommunications companies. Genesis DR, the direct response arm of Genesis Media Inc., will handle the direct response TV portion of the initiative, while Marketing Communications will do direct mail. Genesis president and CEO Bruce Claassen told Adnews the product and test market are still under wraps. Claassen said Genesis DR and Marketing Communications pitched the account together and got it two months ago after a competition that involved predominantly U.S. agencies. Genesis DR and Marketing Communications have joined forces before on projects for Bell Atlantic and Southwestern Bell, but Genesis was only involved in media planning for the first two Bell accounts. On the U.S. West account it will also do the media buy