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AT&T Inc. will begin next week to extinguish the brand of cellphone operator Cingular to imprint its more-than-century-old name firmly across its services. AT&T (Charts), which took full control of No. 1 U.S. mobile carrier Cingular with its $86 billion purchase of BellSouth Corp. last month, will launch a campaign Monday to mark the change. In its first stage, Cingular will share its orange logo of a bouncing jack with the AT&T globe logo on everything from television ads to sales uniforms and monthly bills. AT&T's name and logo will eventually replace Cingular in a process expected to take several months, with the exact timing determined as more customer feedback comes in, Wendy Clark, vice president of advertising at AT&T, said. One new ad will portray a familiar Cingular image - grain harvesters mowing a field to represent "bars" showing maximum cellphone reception. But in a new take, the harvesters will change direction and mow the AT&T globe out of the stalks. The new AT&T was formed in the merger of SBC Communications and AT&T Corp. in late 2005. Adding to the mix, in late 2004 Cingular bought AT&T Wireless, eradicating that brand because of its poor reputation among customers.(CNN)
