Business Services Industry
AT&T.(new marketing plans after acquisition by SBC Communications Inc.)
B to B, August, 2006
Following its acquisition by SBC Communications last November, AT&T launched the most aggressive campaign in its more than 120-year history to introduce the new brand to consumer, business and government audiences.
The new AT&T was introduced with a redesigned corporate logo on Nov. 21, the first full day of business following the close of the acquisition. Prior to the merger, SBC announced the new company would operate under the AT&T name.
"Right away, we had to communicate that these two companies had come together and formed one company, and that the name of the company is AT&T,'' said Wendy Clark, VP-advertising at AT&T. "We had some work to do repositioning the company. We had to reassure our existing customers that everything they liked about...
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