AT&T launched a new $200 million-plus company wide brand and advertising program aimed at residential, business and government customers.
The business advertising campaign profiles AT&T as “The World’s Networking Company,” asking its business and government customers: “Can Your Network Do This?” The business advertising campaign uses a “binary” theme to demonstrate how networking propels people, products and entire economies forward.
The consumer advertising campaign positions AT&T as a major provider of bundled services, moving far beyond traditional voice long-distance service to include local, Internet, broadband, wireless and international calling. The consumer campaign uses “&” — the ampersand sign — as a theme, underscoring AT&T’s commitment to exceed customer expectations by always delivering more: allowing customers to enjoy the benefits of price & quality, innovation & reliability and service & value.
AT&T chairman David W. Dorman described the advertising campaign as “our boldest and most visible statement yet of the company’s transformation from a telephone company to the industry’s leading provider of communications services and networking solutions… the bottom line is, Ma Bell doesn’t live here anymore.”http://www.att.com
