AT&T: Ads Are Investment; Shops Must Project ROI

AT&T Business Services, AT&T’s largest source of revenue, is rethinking its attitude toward advertising. Coinciding with the review for a new $100 million B2B assignment is the division’s new philosophy that advertising is a “strategic investment,” rather than an “expense,” said Bill O’Brien, marketing vp for AT&T Business Services.
As evidence, contenders pitching AT&T’s new account have been given the unusual task of projecting the return on investment for advertising. They have also been asked to recommend which services in AT&T’s considerable portfolio should be most heavily advertised.
O’Brien, who is overseeing the review, said, “Advertising won’t be treated just as an expense, but as a strategic investment” on par with the likes of software development and staff resources.