Verizon's Holiday Surprise for AT&T: Comparative advertising over 3G network coverage

Geoffrey Precourt

The presentation of John Stratton, Verizon Communications evp/cmo, to the Association of National Advertisers' 2009 annual "Masters of Marketing" conference is the focus of this article by Warc's U.S.

Verizon's Holiday Surprise for AT&T: Comparative advertising over 3G network coverage

Geoffrey PrecourtWarc

The most talked about American advertising campaign in 2009 - the subject of a front-page story in the New York Times, massive viral WOM, as well as millions of dollars of fourth-quarter support - almost didn't happen.

"We had already completed our fourth quarter holiday work at considerable expense," John Stratton, Verizon Communications evp/cmo told the Association of National Advertisers' 2009 annual "Masters of Marketing" conference.

Verizon's John Stratton addresses ANA delegates(photo: Clarion Pictures) 

But Verizon had some new - and unexpected - research....

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