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.