Bell Atlantic Corp., moving to get more...

Bell Atlantic Corp., moving to get more bang for its advertising bucks, abruptly yanked more than $50 million in billings from Ketchum Advertising in favor of J. Walter Thompson Co. The action follows “differences of opinion” between the big telephone company and its long-time agency over Bell Atlantic’s corporate advertising direction. Executives at Ketchum, which had built a 68-man Rockville, Md., office around the account, expressed shock at the abrupt announcement. Industry observers, however, said the move reflects Ketchum’s limited success in crafting memorable ads pulling together Bell Atlantic, its local telephone companies and products.