AT&T Invests £1bn in Brand Revamp

30 December 2005

US telecoms giant AT&T is about to spend an estimated $1 billion (€844m; £582m) on a new advertising campaign.

The company, one of the nation's best-known and iconic brands, was taken over by SBC Communications at the beginning of December. The parent firm has decided to keep the historic name and focus on introducing it to "a whole new generation of customers".

The campaign, handled by the Omnicom Group's GSD&M and Rodgers Townsend agencies, will feature commercials on US TV, billboards and a song performed by British rock band Oasis. An international rollout is currently in development.

Comments Karen Jennings, AT&T senior vp for HR and communications: "It's going to be hard to miss."

The campaign aims to retain existing customers and emphasize the benefits of the two companies joining forces. The new tag line will be: "Your world, delivered" and will focus not only on the provision of telephony but also on the internet.

Ads will appear in national newspapers and over 100 regional titles, also on websites.

Data sourced from Wall Street Journal Online; additional content by WARC staff