AT&T: The Right Choice campaign (1980s)

Susan Risland

Facing its first competition after half a century of monopolizing long-distance telephone service, American Telephone & Telegraph Company (AT&T) ran "The Right Choice" advertising campaign to urge consumers not to choose another phone company.

AT&T: The Right Choice campaign

Susan Risland

Overview

Facing its first competition after half a century of monopolizing long-distance telephone service, American Telephone & Telegraph Company (AT&T) ran "The Right Choice" advertising campaign to urge consumers not to choose another phone company. The advertisements also helped establish a new brand identity for the firm, which had been forced to divest itself of seven large subsidiaries during the deregulation of the telecommunications industry. In the rush to enter the $40 billion market for long-distance service, numerous competing firms launched an advertising blitz in 1984. Because of its previous monopoly and the...

WARC subscribers can sign in to keep reading

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