'In a World of Technology, People Make the Difference'

        Television, Print Ads Highlight Customer-Employee Relationship

    CHICAGO, Oct. 6 /PRNewswire/ -- Ameritech (NYSE: AIT) today launches a
major branding initiative designed to position the company for growth and
success in an increasingly competitive communications marketplace.  By
featuring the strong relationship between Ameritech's customers and its
employees, the campaign will differentiate Ameritech from the
telecommunications pack as well as enhance its national brand identity.
    This step in the evolution of Ameritech's branding position was based on
thousands of customer interviews.  Repeatedly, customers said they expect
technological expertise and competitive prices from their communications
provider -- but they will select and stay with the one that is most attentive
to their needs.
    In response, Ameritech designed its new branding identity and advertising
campaign around the theme, "In a World of Technology, People Make the
Difference," which celebrates the long-standing bond that exists between
Ameritech people and those they serve.
    "This initiative is being embraced by Ameritech employees at every level
of our business," said Joan Walker, Senior Vice President of Corporate
Communications.  "Our people are eager to deliver on Ameritech's promise to be
passionate about listening to -- and meeting -- customer needs.  This is built
on the commitment our employees make every day to earn our customers'
business."
    In addition to advertising, the campaign also reflects a number of
operational changes that will be put in place over the next three years.
These changes, designed to enhance the "attentive" identity, will include the
introduction of a single consolidated bill, heightened employee awareness and
simplification of various processes that directly effect customers.
    "We are committed to make changes that will help our employees be more
attentive to customers," Walker said.  "Our employees have been instrumental
in identifying those changes, because they understand that more than ever, we
need to give our customers a reason to choose Ameritech."
    The kickoff of "In the World of Technology, People Make the Difference,"
comes on the four-year anniversary of the company's first brand campaign,
which revolved around the theme, "Your Link to Better Communications."  The
launch of that campaign coincided with the consolidation of all Ameritech
entities (Illinois Bell, Ameritech Mobile, etc.) under the Ameritech name.
    "Our previous campaign was very successful in driving recognition for
Ameritech," said Walker.  "When it began in 1993, only 8 percent of consumers
in the upper Midwest were aware of the Ameritech name.  Today, overall
consumer awareness of the Ameritech brand is at an all-time high of
approximately 95 percent.  What we achieved with the previous campaign was
customer recognition; what we will achieve with the new campaign is customer
preference."
    The advertising developed to provide a visual connection to the new brand
initiative was developed by Ammirati, Puris and Lintas, Ameritech's
advertising agency of record.  It is the first advertising the agency has
produced for Ameritech.
    Ameritech serves millions of customers in 50 states and 40 countries.
Ameritech provides a full range of communications services, including local
and long distance telephone, cellular, paging, security monitoring, cable TV,
electronic commerce, on-line services and more.  One of the world's 100
largest companies, Ameritech (http://www.ameritech.com) has 68,000 employees,
1 million shareowners and more than $23 billion in assets.

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