AT&T and BBDO New York Illustrate ‘The Power of &’

By Patrick Coffee 

Earlier this week BBDO New York released its latest work for AT&T, which one publication called its “largest b-to-b campaign in recent history.” The first big effort since BBDO veteran Fiona Carter became the client’s chief brand officer late last year re-positions the brand as more than just a huge telecom company.

The anthem spot “& Everywhere” focuses on the company’s ability to help other businesses be a bit more flexible.

The following spot “Penelope” gets much more specific about the ways AT&T can help a hospital deal with the effects of a potentially devastating storm.


Finally, “Millions” addresses the company’s efforts to provide cybersecurity services to businesses of various sizes.

The campaign debuted on AT&T’s social channels and aired on TV during the Masters tournament yesterday.

It’s really most interesting in a strategic way for AT&T, which is looking to get consumers to realize that it offers a wide array of products and services…much like another BBDO client, GE.


Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Matt MacDonald
Senior CD, Copy: Simon Foster
Senior CD, Art: John LaMacchia
ACD, Copy: Stephen Winston
ACD, Art: Robert Wakeland
Group Executive Producer: Julie Collins
Producer, ABS: LeeLee Groome
Jr Producer, ABS: Victoria Wills
Group Executive Producer, Corporate: Grant Gill
Producer, Corporate: Gillian Burkeley
Music Producer: Melissa Chester
Managing Director: Mark Cadman
Senior Account Director: Brian Nienhaus
Account Director: Gati Curtis
Account Manager: San Churnakoses
Account Executive: Julia Davis
Asst Account Executive: Caroline Main
Project Manager: Camilla Scales
Senior Planner: James Lou
Engagement Planner: Charles Baker
Production company: Smuggler
Director, ABS: Todd Field
Director, Corporate: Bennett Miller
Editing, ABS: Wax
Editing, Corporate: Friendshop
Effects: Framestore
Original Music Composer, ABS: Mychael Danna