AT&T Names BBDO's Fiona Carter to Lead Brand Marketing

Joins Nation's No. 2 Advertiser

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Credit: Andrew Harrer/Bloomberg

AT&T has agency named agency veteran Fiona Carter as its new senior VP of brand marketing, advertising and sponsorships.

Ms. Carter will oversee brand marketing and advertising creative, sponsorships, and media strategy and placement for one of the world's largest communications companies, according to a statement.

She comes to AT&T 10 months after then-senior VP of brand marketing Esther Lee left the company to head global marketing at MetLife.

But AT&T has had other senior marketing changes. In April, the company named Lori Lee its new global marketing officer, succeeding Cathy Coughlin, the company's top marketer since 2007. A year ago, Daryl Evans, a top marketer in AT&T's Mobility division, left the company for MediaLink.

Ms. Carter is a longtime agency executive, having been at Omnicom's BBDO, AT&T's lead agency, for 11 years as managing director in New York until 2014, when she left to be chief operating officer at Omnicom's Diversified Agency Services network. Brands she's worked on over the years include Bank of America, General Electric, and Procter & Gamble.

AT&T is the nation's No. 2 marketer, behind Procter & Gamble, according to Ad Age's DataCenter, spending $3.27 billion on U.S. advertising.

"Fiona is an innovative leader with an excellent track record in helping companies build significant brand preference," said Ms. Lee, also senior executive VP at the company, in the statement. "We're transforming AT&T into an entertainment and technology business, changing the way people communicate and watch video. Fiona's expertise, strategic insight and creativity will be invaluable in our mission to help customers know and comprehend what our brand delivers."

"I'm thrilled to take on this role leading AT&T's brand marketing and advertising initiatives," Ms. Carter said in the statement. "This is a once-in-a-lifetime opportunity to help evolve one of the world's most recognized brands."

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