AT&T BUSINESS: The Power of &

Nearly half of AT&T's $160B annual revenue is derived from the business sector. It is becoming increasingly important to the company and their shareholders as this is high margin business, especially at a time when the wireless wars continue to depress margins in the consumer business. 

One of the key problems we have to tackle is that business decision makers (and technology decision makers, albeit to a lesser extent) narrowly define AT&T as a phone company at worst, or a mobile company at best. In order to sell them a broader range of strategic business solutions, we have one critically important task that our communications must tackle. We need to "unbox the brand" and show how we more broadly help businesses win, beyond telecoms. 

Last year, we launched a major new campaign that shows how AT&T business solutions enable businesses to harness the contradictory forces that are shaping all businesses today, large and small:

- Businesses today have to be more open than ever before to customers, and yet they have to be more closed to the endless stream of security threats.

-Businesses have to offer unparalleled levels of personalization and yet they have to find ways to do this at universal scale.

- Businesses have to do more and do it with less.

Welcome to the "Power of &". 

We have just launched the second phase of the campaign in the 2017 Masters. The three final spots below have taken the campaign to the next stage. Rather than focussing on products, like we did in the launch year, we have shifted to building our stories around solutions that leverage multiple products and services and allow us to truly "unbox" the brand. 

This campaign has exceeded all of AT&T's key metrics. As one of our senior clients recently wrote: "The copy tests on our Masters ads are remarkable. I was already proud of the work, but the data says it all. It was memorable, relevant, distinctive and persuasive. We couldn't have asked for more." That was probably the most heartening email of 2017 so far!

The Power of & is truly becoming a powerful brand platform for AT&T Business. It is informing our entire communications throughout the funnel; from the awareness work, to mid funnel work with key content partners designed to build credibility for AT&T Business, to the more transactional work targeting small businesses.

2016 LAUNCH CAMPAIGN

2017 CAMPAIGN