Alcatel Earmarks $40-50M for Initial U.S. Effort - Brief Article

Brandweek, March 19, 2001

AUSTIN,TEXAS--French telecom Alcatel this week breaks its first sizeable brand campaign. The push, via Arnold, Boston, will continue portraying the company in image ads as "Architects of the Internet World:" the same positioning it has used overseas. Initial spending will be $40-50 million, though that figure is expected to rise significantly as Arnold adds work in more markets, sources said.