ALL LINES OPEN: AT&T PUSHES THE BALANCE OF OLYMPIC BLITZ

     AT&T next month "kicks in" the balance of its $100M Olympic
marketing fund with ads themed around its Global Olympic Village,
buys in 2,128 movie theaters and a promotional "frenzy" anchored
by a 40 million-circulation catalog staging the company's its
product portfolio in unified presentation, according to
BRANDWEEK.  "A World Without Limits" steps up AT&T's longtime
corporate pitch of "globe-shrinking communications" by applying
it directly to products and services.  BBDO-produced TV spots
will continue the "It's all within your reach" theme.  Services
flagged in the insert include AT&T's toll-free 888 services, the
True Reach Savings plan, AT&T consumer products, 1800-CALL-ATT,
AT&T WorldNet, TrueTies 800 service and AT&T's DBS co-venture,
DirecTV.  AT&T is currently deciding which of its 30 sponsored
athletes will be highlighted in the TV spots.  Ads will
incorporate imagery of the Village as analogous of the one-world
imperative (Steve Gelsi, BRANDWEEK, 5/6).