AT&T debuts b-to-b campaign

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Dallas—AT&T this week introduced a b-to-b ad campaign, designed to show how it is delivering network and mobility solutions to enterprise customers.

The campaign includes TV, print and online ads and is an extension of AT&T's “Rethink Possible” campaign, created by BBDO New York.

The first ad in the campaign is a TV spot called “Anthem,” which shows how AT&T is bringing its global network together with mobile devices and applications to create a world of new possibilities for clients.

The campaign is initially aimed at large enterprises, although AT&T will begin to roll out spots targeted at small businesses in the coming months.

The budget was estimated to be in the multimillions of dollars.

"We called it ‘Anthem’ because it’s about establishing/introducing a point of view. And that point of view broadens the definition of the network and how we can use it to serve business. The examples (in the ad) illustrate the premise of the campaign--The network isn’t just pipes. It’s a living, breathing intelligence that is helping businesses rethink how to do business," an AT&T spokesman said.

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