MARKET PROFILE: Constable eyes events, Web plans for AT&T

By Published on .

Who: Cathy Constable.

She joined AT&T Corp. in September as director of marketing communications, overseeing a staff of 25 handling integrated and multicultural marketing. Ms. Constable, 41, came from Saatchi & Saatchi, New York, where she spent 14 years, most recently serving as exec VP-worldwide accounts director.

Point of view: AT&T was a pioneer in multicultural marketing. Now AT&T is integrating and coordinating all of its multicultural marketing efforts to unify its brand themes. "We want our advertising to speak in many languages to diverse groups, with a coordinated look and feel," she says.

Strategy: Print advertising is AT&T's primary vehicle for targeting ethnic customers. "We have beefed up our global Web site ( and plan to enrich it further with content for cultures around the world," she says.

Challenge: "AT&T pulled back on its sponsorship of general and multicultural events over the last couple of years, but we want to return to that in selected and appropriate areas," Ms. Constable said.

Looking ahead: "We're targeting ethnic groups making inbound and outbound calls to the U.S. along with cable TV and wireless services."

Most Popular
In this article: