2015 was a critical turning point for AT&T. After successfully shifting customer perception from utility provider to wireless lifestyle brand, it announced the acquisition of DIRECTTV. This pivotal move signaled a new vision for its future – one built on connecting customers with the seamless, integrated content they craved.
However, to make this vision a reality, AT&T needed to change how customers experienced the brand. We created a new AT&T brand world centred on the seamless integration of human experience, technology and immersive content. From compelling campaigns to immersive experiences at CES, AT&T Shape and the AT&T Pebble Beach ProAm, a new AT&T came to life.
The success of this transformation culminated in its acquisition of Time Warner Inc. and this brand roadmap allowed AT&T to cement its role in customers’ lives as an integrated entertainment provider – they’re now so much more than a utility provider. We’ve helped them rollout their refreshed brand across their empire of 270,000+ employees and 2,200+ retail stores enabling AT&T to inspire human progress through the power of communication and entertainment.