Verizon's formula for successful marketing connections

This event report addresses how Verizon, the communications group, is seeking to transform its brand in a truly holistic manner.

Verizon's formula for successful marketing connections

Stephen WhitesideWarc

As America's biggest wireless network, Verizon sets its marketers the task of dialling up some already impressive numbers.

The communications group, which has its headquarters in New York City, today boasts 113.7 million wireless customers, and a 41% share of the post-paid phone base. The company was also, according to estimates from Advertising Age, the fifth-largest investor in US advertising last year, boosting its outlay by 3.6% to $2.5 billion for the year as a whole.

And Diego Scotti, EVP/CMO at Verizon, outlined a clear rationale behind this strategy....

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