CMO Platform for AT&T

The challenge

Amplify AT&T Chief Brand Officer Fiona Carter’s goal of using her $3.8 billion in annual U.S. ad spend to make the world better.

How we did it

We developed a thought leadership strategy across industry events, awards, and media to maximize the impact of Fiona’s decision to publicly align AT&T advertising dollars with company values. We refined her narrative and facilitated meetings and interviews with key outlets, including Reuters, The New York Times, and Adweek. We also convened peers, media, and influencers at industry events to strategically leverage her presence and further establish her narrative as one of the most influential voices in the brand and advertising world.

Results

The campaign generated 1.299B impressions across three news moments – highlighting Fiona’s role in AT&T’s return to YouTube; “AT&T Presents: Untold Stories;” and “The Masters." Fiona was recognized with the Ad Age Diversity & Inclusion Champion of the Year award, a spot on Adweek’s Women Trailblazers roster, and the She Runs It Award for Changing the Game.