The 2009 Leadership Conference of the American Association of Advertising Agencies (formally rechristened as the 4A's at the event) featured a variety of advertiser, agency, old- and new-media thoughtleaders. Our two-part Reporter's Notebook featured Mark Addicks, svp/cmo, General Mills and Mich Mathews, svp/central marketing group, Microsoft Corp in Part 1 (below).

In the space below, we hear presentation highlights from Cathy Coughlin (senior evp/global marketing officer, AT&T) and Laura Desmond, ceo, Starcom MediaVest Group).

Cathy Coughlin, senior evp/global marketing officer, AT&T

Coughlin, who was promoted to her current role in June 2007, oversees brand strategy, advertising, corporate communications, events and sponsorships worldwide.  She leads the effort to build and strengthen AT&T's brand and reputation for service around the globe. Coughlin previously was president/ceo AT&T Midwest, where she led the company's regional wireline network sales and customer-service operations.

"We're all about mobility, about on-the-go connectivity…. For our consumers to do more in every moment, living their lives on the go. It's a transformational strategy."
"Where are we spending our money? At the end of the day, we've spent $44 billion acquiring and upgrading on