AT&T gets to grips with mobile marketing

This event report discusses how AT&T, the telco, has moved to embrace mobile marketing. Despite its unrivalled expertise in providing wireless services, the company has long been "TV-centric" in its approach to advertising, primarily as a result of the need to build mass awareness.

AT&T gets to grips with mobile marketing

Stephen WhitesideWarc

With over 115 million wireless customers throughout the United States, AT&T possesses almost unrivalled expertise in the field of mobile communications. To date, however, its advertising strategy has largely remained focused on a medium that is rather less interactive than the devices and services it sells.

"We're a TV-centric advertiser," Charlie Hinton, AT&T Mobility's executive director/marketing analytics and advertising insights, told delegates at the MMA Forum, an event organised by the Mobile Marketing Foundation and held in New York City.

"We do love digital. We know that mobile is important....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands