THE CHALLENGE

​

Help Southwestern Bell (SBC) navigate the acquisition and integration of AT&T and multiple regional providers, building a coherent consumer brand foundation while guiding an evolving portfolio of telecommunications & entertainment services.​​

​​​​​​

​

THE STRATEGIC ROLE

​

As agency VP of strategy working with AT&T's head of marketing communications, led an internal team of 12 brand and business strategists while overseeing consumer strategy & insights across a portfolio of 14 agencies. Developed foundations for the new AT&T brand, products & services positioning, and strategies across a wide range of customer segments.

​

​

THE STRATEGIC IDEA
​

"Your world. Delivered."  Show customers how the newly-combined brand brings together the innovation of AT&T and the familiar, trusted service of SBC.

​

​

HOW IT CAME TO LIFE

​

The strategic idea became the creative idea and tagline, together with a new logo, identity and 360 degree campaign.

​​​​​​​​

​

IMPACT

​​

• Largest rebrand and integrated campaign in AT&T's 150-year history, from national and local advertising to buildings, stadiums, trucks, CX and retail stores.

​

• Drove 94% U.S. brand awareness within 6 months.

​

• Minimized regional customer defections during a time of massive category disruption and services evolution.​​​

​

• Forbes Integration Leadership Award and a leading business school case for successful integration.

​​

—

​​​

Developed with friends at SBC, AT&T, Rodgers Townsend, Interbrand, Dieste, Harmel & Partners, Sanders\Wingo and GSD&M.

​