Even a Fortune 50 company has a story to tell
to redefine its identity and reshape its future.
We’re proud to have served as AT&T’s National “Agency of Record” for Branded National Public Policy Advertising for the last sixteen years.
As one of the most recognized and respected brands in the world, AT&T had a unique opportunity to build on its reputation.
When we started, many people viewed AT&T as the company of the “land-line.” They didn’t realize that AT&T was now a major wireless company and one of the most important players in the Internet.
But to tell the story of the future, we had to tell the story of AT&T’s past. What AT&T needed, was a classic Joe Slade White-style “bio ad” steeped in values.
All good story telling causes the audience to participate – and more with their imaginations than with their eyes.
But as with any story – it isn’t known unless you tell people – and it won’t work unless you tell it in a way that is uniquely about “you” – the audience, the consumers, the opinion leaders, and the decision makers.
The campaign was a great success – not only with the public – but also with the company’s own employees – making them proud to be a part of AT&T’s heritage and future.