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AT&T, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




AT&T, Inc. is one of the largest telecommunications companies and wireless providers in the United States. The company provides a host of communications services for consumers, businesses, agencies, and institutions. Traditional, wireless, and IP-based phone service, broadband Internet, directory advertising and publishing, and networking solutions are offered to customers in across the globe.

Main Telephone (210) 821-4105
Main Fax
Primary Address
2180 Lake Boulevard
Atlanta, GA 30319
USA

AT&T, Inc. Contacts

Contacts (5/108)
Name Title State
John E. President - AT&T Connecticut CT
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (203) 771-5200
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 2180 Lake Boulevard
Atlanta, GA
30319
USA

Anne C. President - Integrator Solutions NJ
Lisa M. Chief, Staff/ eCommerce Online Digital Experience - Business Management NJ
Brad B. Executive Vice President & Chief Marketing Officer CA
Pam P. Chief Information Officer GA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
AT&T, Inc. *********
AT&T U-Verse ********
AT&T Digital Life ********
myAT&T ********
att.yahoo.com ******

Agency Relationships


Brand Agency Service From To
**&* ******* **** **************** Digital, Public Relations, Social unknown present
**&* ******* **** **************** Digital, Public Relations, Social unknown present
**&* ******* **** **************** Digital, Public Relations, Social unknown present
**&* ******* **** **************** Digital, Public Relations, Social unknown present
**&* ******* **** **************** Digital, Public Relations, Social unknown present

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WinmoEdge

Campaign Imminent: No. 279 AT&T seeks agency for DirecTV package deal campaign


Subject: TV, digital, online advertising, print, radio, outdoor, multicultural, Hispanic media, sponsorship, experiential, branding

Company: Winmo)

Opportunity: AT&T, which rose to No. 279 on the BBDO (AT&T’s creative AOR) are both competing for the business, but not much else is known about the process (including how far along it is).

Therefore, agencies should reach out to see if there’s time to get on the longlist for this work. Sellers – given the agency search, expect a package deal campaign to come in the coming months. AT&T likely will look to appeal to millennials, who are leaving traditional TV packages behind in favor of cheaper options, such as streaming services (or no TV at all).  As such, digital sellers will likely have the upper hand here.

Besides this work, AT&T and DirecTV announced the launch of a streaming TV service later this year (which should surprise no one). This means the company could possibly be on the lookout for a creative partner for that launch down the line, as well Additionally, a new CMO was promoted last April (more here), so she could be looking to make larger overhauls to the marketing strategy and agency roster post-merger.  

Furthermore, AT&T is phasing out the U-Verse service. This means marketing spend that was allocated to that service should be put toward promoting DirecTV in the future. 

Additional Information

Media Spend: According to Kantar Media, AT&T spent $991 million on measured media through Q3 2015; DirecTV spent $261.5 million for the same period. Both companies allocated the most spend to broadcast ads. AT&T’s second highest spend went to display ads, while DirecTV’s was print ads. 

National TV Ads: Data is courtesy of iSpot

AT&T: Spent $502.1 million on national TV ads in 2015 – up 39.8% from 2014 ($358.1 million). See charts for 2015 channel/show targeting.

So far in 2016, AT&T has spent $147.3 million on national ads (24,816 airings). This is an increase from $86.2 million for the same period 2015 and $94.8 million in 2014.

DirecTV: For FY 2015, DirecTV spent $167.8 million on national TV ads – up from $138.1 million for FY 2014. See charts for 2015 channel/show targeting. 

Sellers, DirecTV has already spent $57.3 million on national TV ads this year – an increase from $38.5 million and $27.3 million for the same period 2015 and 2014, respectively.

Digital Breakdown: Moat.

AT&T: Ran almost 3,000 display ads on 12.5K publishers in 2015 (18% mobile). Top ad destinations included: whitepages.com, yelp.com, go.com and telemundo.com (22% placed site direct). The company also ran 3,879 high impact ads and 148 video ads last year.

AT&T U-Verse: Last year, AT&T U-verse ran 219 display ads on 6,000+ publishers (19% mobile). Top ad destinations included: whitepages.com, yelp.com, kron4.com, go.com and 411.com (25% placed site direct). There were also 648 high impact ads and three video ads run in 2015.

Since AT&T is doing away with this service, expect these numbers to be possibly reallocated to DirecTV in 2016 and beyond.

DirecTV: In 2015, the company ran 635 display ads on almost 7,000 publishers (8% mobile). Top ad destinations included: mega.tv, pgatour.com, kohls.com and sportingnews.com (16% placed site direct). DirecTV also ran 556 high impact ads and 58 video ads last year. 

Winmo)
208 South Akard St.
Suite 3700
Dallas, TX 75202
(210) 821-4105

Lori Lee
Executive Vice President & Global Chief Marketing Officer
(210) 821-4105
lori.lee@att.com

Winmo)
2230 E. Imperial Hwy.
El Segundo, CA 90245
(310) 535-5000

Brad Bentley 
Executive Vice President & Chief Marketing Officer, AT&T Entertainment 
(former DirecTV CMO)
(310) 535-5000
bgbentley@directv.com