The creative effort will reposition AT&T as a provider of broadband, wireless and Internet services and as a brand on the leading edge of telecommunications.But even as the agencies rush to develop and tweak creative concepts and messaging, it's not known whether AT&T will put the resources originally committed toward the broadcast time. A company insider said that it hasn't been decided whether or not millions will be allocated to corporate brand image during the Olympics. There are three possible scenarios: AT&T may provide the money as planned; run current ad inventory, including wireless spots produced by FCB, San Francisco; or sell the time.
Y&R, FCB and AT&T executives declined to comment.
Copyright August 2000, Crain Communications Inc.