AT&T is kicking off its largest b-to-b campaign in recent history with an integrated effort called "Power of &," which demonstrates how it helps customers solve challenges in today's complex business environment.
The campaign, created by BBDO New York, includes three TV spots that will debut during the PGA Masters golf tournament this week, as well as print and online ads. The budget is undisclosed.
"This is the biggest and most significant business ad campaign we've done in many, many years," said Steve McGaw, CMO at AT&T Business Solutions.
Business now makes up more than half of AT&T's total revenue, and the company has been making a big push into the enterprise space. Last year, during the PGA Masters golf tournament, AT&T debuted a campaign called "Focus on What Matters," highlighting services including security, workforce collaboration and connected devices.
This year, AT&T Business Solutions is debuting its new brand positioning, "Power of &," which came out of conversations with hundreds of its business customers, Mr. McGaw said.
"Business customers are looking for technology partners who can put tools and capabilities in their hands and build a support infrastructure that spans technologies -- wireline, wireless and cloud -- to help them navigate the paradoxes that parallel the market," he said.
"Businesses want to be local and global at the same time. They want open architecture and open IT platforms, yet at the same time they want to be secure. These are the types of paradoxes we can help them address. This 'Power of &' became very symbolic of adding agility and durability."
In a 60-second TV spot called "& Everywhere," the complexity of the business environment is demonstrated as executives have to make decisions between global expansion and cybersecurity risks, providing open networks while maintaining security, and other dilemmas.
A voiceover says, "Businesses today need the agility to do one thing and another." Throughout the spot, the & symbol appears in a factory production line, highway bridges and lights in office buildings.
Two thirty-second spots, "Millions" and "Penelope," highlight more specific AT&T solutions, including security and network reliability.
Mr. McGaw said the Masters tournament is a good platform for AT&T to reach business decision-makers across a range of titles and company sizes.
"If you look at the people who watch the Masters on TV, there are a lot of technologists and a lot of CXOs -- a lot of people will be watching the Masters from Wednesday through Sunday, so it's a great chance to engage more deeply with this audience."
AT&T is one of the title sponsors of the PGA Masters tournament.
The campaign also includes eight-page print insert ads in The New York Times and the Wall Street Journal, online ads and social media.
The campaign drives users to a microsite at att.com/agility, where they can learn more about how AT&T Business Solutions solves problems in different industries, ranging from retail to financial services to healthcare.