AT&T Global Business Branding
Raising expectations from IT solutions focused on cost control to IT solutions that drive profits.
Business Challenge
Years of cost-cutting and declining service eroded IT professionals’ trust of AT&T.
AT&T was perceived as "access and transport," not "networking."
After the SBC/AT&T merger, and the launching of the new AT&T, our challenge was to reposition the company as a global networking leader, and ultimately regain the trust of IT pros.
Strategic Insight
C-level and IT managers are tasked with solving real business problems: not just network expansion, but collaboration and security.
This creates tension between the desire to provide more services to more employees in more places vs. the need for control.
Understanding they have a partner who can help manage everything from business objectives to tactical executions is crucial in choosing a solutions provider.
Solution
A fully integrated communication platform was developed to leverage insights gleaned from the real-world issues facing every IT professional.
Portraying the IT pro as the "in control" hero, the "World According To" campaign demonstrated how AT&T’s dynamic networking enables global collaboration and the ability to respond in real time to changes in business demands.
Results
Consideration for AT&T as a networking provider grew 7%.
AT&T enjoyed rapid growth on key perceptual dimensions among companies with 1,000-10,000 employees.
Sales to this segment far exceeded expectations during the first year of the campaign.
And despite a highly competitive marketplace (IBM, Cisco, etc.), ad awareness and knowledge of AT&T capabilities significantly increased.
