top of page
Mobile strategy for AT&T & DirectTV $2B consolidation with Omnicom

 

AT&T Omnicom Pitch

 

This was one of the largest and most high-pressure agency reviews of its time: a winner-take-all, 60-day shootout between Omnicom and WPP for the combined media and creative business of AT&T and DIRECTV. The task was not just to defend existing strengths, but to reimagine how a legacy telecom and entertainment brand could evolve in a rapidly changing media landscape.

​

Working as part of an integrated team alongside Hearts & Science, we introduced mobile-first strategic thinking to challenge the brand's deeply broadcast-centric view. The goal was to show how AT&T could move beyond mass advertising and play a more meaningful role in people’s lives as an enabler of entertainment, connectivity, and better service under a refreshed value proposition.

​

The mobile and digital ideas helped reposition the brand as more culturally relevant, modern, and entertaining across channels. According to clients, our ideas contributed to the brand becoming"more culturally relevant, more entertaining and more modern -- not only throughout broadcast and traditional, but also digital and mobile" (Ad Age http://bit.ly/2iHWXyH) 

​

Contributions

  • Digital and mobile-first creative briefing

  • Mobile strategy development

  • Concept development and refinement

​

Agency: BBDO Organic

bottom of page