AT&T Debuts Multi-Million Dollar Advertising Campaign for Business Customers
Campaign Redefines Concept of “Network”; Showcases Transformative Customer Solutions
AT&T* debuted a multi-million dollar B2B advertising campaign to showcase how it is delivering transformative network-based and mobility solutions to companies that are redefining how people everywhere live and work.
The advertising campaign -- AT&T’s largest in the B2B space since 2004 – begins today with a television ad titled “Anthem.”
The business campaign is a natural extension of AT&T’s Rethink Possible® campaign. AT&T Business Solutions sells networking services, solutions, and applications to millions of businesses across the U.S. and around the world, including all of the Fortune 1000, 50% of the companies on the FTSE, 80% of the companies on the DAX, and 87% of the companies on the CAC 40.
Initially targeted to large enterprises, the campaign is using television and print ads to reinforce AT&T’s industry leadership in the business space while conveying a concept central to its customer strategy – namely, that its “network” is much more than a physical structure.
The ads and accompanying microsite will demonstrate how AT&T is applying its people, expertise and technology to bring its intelligent global network together with mobile access and devices, software and applications to create a world of new possibilities for companies. The campaign also illustrates how companies being served by AT&T actually become a natural part of and benefit from this powerful network “ecosystem.”
Examples showcased in the campaign include:
* Inventory that can be taught to learn, so products get routed to where they are needed the most.
* Machines that have a voice, so they can tell headquarters when they need refilling.
* Money that works smarter, so financial institutions can turn dreams into realities.
* Medical histories that can be brought to life, so doctors have access to a patient’s medical history even when away from home.
In portraying its network as a living, breathing intelligent system that is helping companies rethink how they run their businesses, AT&T’s B2B campaign is addressing the fundamental need for all companies to 1) reduce the complexity of their operations while 2) improving their overall productivity.
“Businesses of all sizes have a daunting set of requirements driven by rapidly morphing technology and a tough economy,” said Kevin Peters, chief marketing officer of AT&T Business Solutions.
“Companies need be mobile, nimble, and work better while reducing complexity and increasing efficiency,” he said. “This campaign demonstrates how our network, innovation, and technology help them achieve that.”
Although initially focused on larger companies, in the coming months AT&T plans to introduce ads targeted specifically to the more than three million small companies it serves today.
For more information on AT&T’s network of intelligence, visit www.att.com/business.
*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.
AT&T Inc. (NYSE:T) is a premier communications holding company. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation’s fastest mobile broadband network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. A leader in mobile broadband, AT&T also offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verse® and AT&T | DIRECTV brands. The company’s suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising. In 2010, AT&T again ranked among the 50 Most Admired Companies by FORTUNE® magazine.
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