AT&T PR push for non-phone work

New Jersey: AT&T has launched an aggressive global brand and marketing campaign designed to show it isn’t just a phone company.

The £107m multimedia advertising effort and PR push will target residential, business and government customers, as well as AT&T’s own employees, to educate them about the vast array of services the company offers.

‘We knew who we are and where we are going, but our research found that there was enormous confusion outside the company, as well as with our own employee base,’ said Connie Weaver, EV-P of PR, marketing and brand.

Aside from wanting to more clearly distinguish the depth and breadth of AT&T’s offerings, the campaign is also a reflection of the recent hard times facing the telecoms industry.

AT&T will be working with its usual stable of agencies, including Sloane & Co.

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