AT&T Corp., Basking Ridge, N.J., next week begins the transition of Tele-Communications Inc. to the AT&T brand. Starting Aug. 3, consumers will begin to see AT&T Cable Services and the AT&T corporate blue globe logo replace those of TCI on signs, trucks, and marketing materials and advertising. AT&T Broadband & Internet Services will continue as the overall corporate company with new products AT&T Cable, AT&T Digital Cable and AT&T @Home. The rebranding is expected to take about six months and cost about $30 million. The effort is being handled by TCI agencies Jordan McGrath Case & Partners/Euro RSCG, New York, and Thomas & Perkins, Denver. However, the two main AT&T agencies, Foote, Cone & Belding and Y&R Advertising, both New York, also are doing marketing and ad work as part of the TCI name absorption.
Copyright July 1999, Crain Communications Inc.