How Ogilvy Beat FCB and TBWA\C\D for AT&T | Adweek    With its
depth of resources and grasp of the wireless future, Ogilvy &
Mather trumped TBWA\Chiat\Day and dark-horse candidate FCB to
land the $400 million AT&T Wireless account.  Interestingly, the
contest came down to Ogilvy and FCB, which as the incumbent was
considered to be the underdog by the other competitors, sources
said.  In the end, Ogilvy's strategic pres entation for the
client's planned "third generation" wireless phone service—which
includes streaming video, a color screen and faster Internet
service to handheld devices—clinched the prize, a client
representative said.  "Ogilvy really demonstrated an
understanding of our challenges and where we are going," said
James Peterson, a representative for the Redmond, Wash.-based
client.  "Ubiquitous, always on, always connected," was how
Ogilvy vice chairman Steve Hayden described the evolving
wireless category. "That's the future of wireless and that's
what people will expect from it."  The win cam