AT&T focuses on innovation in new image campaign

DALLAS: AT&T introduced "Rethink possible," an integrated campaign aimed at building AT&T's reputation as an innovation company and demonstrate how that thinking helps customers.

DALLAS: AT&T introduced "Rethink possible," an integrated campaign aimed at building AT&T's reputation as an innovation company and demonstrate how that thinking helps customers.

Communications includes messaging and online outreach.

"With our new 'Rethink Possible' campaign, we'll communicate in various ways and to various audiences how innovation delivered by AT&T allows our customers to rethink what's possible in their lives," said Larry Solomon, SVP of corporate communications for AT&T, in an e-mailed statement to PRWeek.

The company declined to comment further for this article.

Fleishman-Hillard, long-time PR partner with AT&T, is one of many agencies working on the campaign, including Omnicom Group sister advertising agency, BBDO. 

AT&T is reaching out to the press, using an innovation message, via a Web site. The company also launched a microsite for "Rethink Possible." AT&T is using innovation messaging on Twitter and Facebook, as well. Other outreach includes television, print, and online advertising, in-store, and outdoor elements.

The New York Times reported on the new campaign, noting that AT&T is an example of advertising that is more positive and optimistic.

According to the Times, the campaign also focuses on AT&T's globe logo and overall brand image, rather than specific products or services. The commercials with actor Luke Wilson, which have been used to attack competitor Verizon, are being phased out.

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