, AT&T's chief brand officer Fiona Carter talks about how the company is repurposing its advertising, why it's bringing back an old brand mascot, and why it's fine with its ads appearing around hard news.How has the pandemic changed your marketing?We created eight commercials in eight weeks in a new paradigm for making commercials.
We're demonstrating the tangible ways we can help you live your life through the pandemic. Our messaging at the beginning was about how can address economic hardship. Now people are yearning to get back to some semblance of normalcy, so we've brought back Lily, an AT&T character that's an incredibly helpful, in-store employee. We're taking an age-old asset, one's that hugely memorable and well-liked, but delivering relevant messaging.
The WNBA commissioner delivered the draft and picks from her living room and that was perfect for us. When she held up every shirt with the number on it, there was our logo. We also filmed the Dallas Cowboys owner Jerry Jones making the first calls to the picks for the team's NFL draft.Some advertisers are demanding more flexibility from the networks. Is this a priority for you as well?We want the flexibility for quarters three and four.
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