MCI Worldcom, Inc.: Defining The Future campaign

Susan Risland

Rapid changes in the telecommunications industry inspired a thoughtful advertising campaign that depicted MCI Communications Corporation as an innovative company ready to help its customers master the latest technology instead of being intimidated by it.

MCI Worldcom, Inc.: Defining The Future campaign

Susan Risland

Overview

Rapid changes in the telecommunications industry inspired a thoughtful advertising campaign that depicted MCI Communications Corporation as an innovative company ready to help its customers master the latest technology instead of being intimidated by it. The "Defining the Future" campaign, developed by the Messner Vetere Berger McNamee Schmetterer agency, began with a wondering, childlike perspective of the future and followed with a series of television commercials that showed employees at a fictitious publishing company learning to use the Internet and other technological advancements. The dramatic, gradually unfolding story involved the...

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