AT&T, which had been reviewing an advertising program in which it was working with at least four different agencies, has consolidated its $2.3 billion advertising program under just one of those firms--Mediaedge:cia (MEC), part of WPP Group. The firm had done work for AT&T's Cingular Wireless division, and as we all know, wireless experience gets the edge in wireline these days. So, what's next for the AT&T brand? Will the logo we've come to know morph into an iPhone-toting, text-happy skateboarder?
Actually, it will be interesting to see how AT&T and its ad partner manage to convey a multitude of services and network benefits that aren't quite completely integrated, but certainly heading in that direction.
- See this story in Adweek