SPOTLIGHT: AT&T counts on de la Vega


Who said the free swingers from Atlanta wouldn't do well in storied old San Antonio? Prior to San Antonio-based AT&T's acquisition of BellSouth in Atlanta, Ralph de la Vega was an executive on the rise, having led BellSouth's Latin America operations and moved into Cingular Wireless. After the deal, common wisdom held it that the frank, demanding and socially aggressive style of some BellSouth executives might not work in the new regime. However, de la Vega has moved quickly to take charge of what most people still consider the core business at AT&T, the local wireline operation. He's the key player behind AT&T's recent efforts to become a more innovative marketer and packager of multimedia services, as well as a recharged brand. The San Antonio Express-News has the story.

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