Over the past year, BBDO has been building out its AT&T team, bringing on experienced hires in multiple offices. Its latest additions are McCann New York Executive Creative Directors Daniela Vojta and Susan Young, who will join the office this week to oversee AT&T's business solution and corporate advertising in New York and Dallas.
The duo made their first big mark while at Saatchi New York, on Tide's "Miracle Stain" Super Bowl spot.
After moving to McCann, they spearheaded the Girls in STEM initiative for Microsoft and helped launch Windows 10. "They have powerful, compelling, smart, human work for Microsoft, a great, big technology brand," says Matt MacDonald, group executive director at BBDO New York. "Obviously there are a lot of correlations to what we're doing with AT&T."
More recently, Vojta and Young worked on efforts for the March for Our Lives with the survivors of the Parkland, Florida, school shooting, which let students print price tags to wear indicating the amount of money their political representatives took from the National Rifle Association. They also created the "Toddlers Kill" spot for the Brady Campaign.
This kind of brazen and shocking work makes the two a good fit for AT&T, which is moving away from its reputation as a staid communications company. "AT&T is not the company that it was a year ago, and it's definiteIy not the company it was two or three years ago. I joke that whenever [an AT&T executive] sees a telephone, they twitch," MacDonald says.
The work has recently taken a turn toward "big entertainment" with recent cinema spots created out of BBDO in Los Angeles that mash up completely different genres. The brand has consistently turned out compelling storytelling with its long-running responsible driving campaign "It Can Wait," which this year digitally resurrected two teens who died in distracted driving accidents.
In addition to creative campaigns and live events, Vojta and Young will be overseeing teams in New York and Dallas from both BBDO and Organic. They will be working closely with Omincom's Hearts & Science on the media side as well as with clients on publishing partnerships. Their multifaceted roles mirror that of agency's lead creative hires in L.A. last fall, David Povill and David Cuccinello, who oversaw the cinema campaign and are in charge of mobility and entertainment, which includes DirectTV, wireless and broadband.
"These roles have become very big and require a lot of time with the clients," MacDonald says. "We've needed people who are pretty established, who are able to take on all of these different challenges and who are enormously willing to experiment with the role and the way the nature of the work is changing."