AT&T Launches U.S. Creative and Media Review

By Erik Oster 

AT&T is launching a review for both its creative and media accounts, Adweek reports.

According to Kantar Media, AT&T spent approximately $404.6 million on measured media in 2015, while DirecTV spent around $355 million. 

“We’ve begun a formal advertising media and creative agency review that will cover all traditional and digital services in the U.S. for our Entertainment Group, Business Solutions and Corporate Brand work,” an AT&T spokesperson told the publication. 


The spokesperson added that AT&T plans to adopt “a single integrated media and creative operating model made up of affiliated agencies. Doing so will improve efficiencies, quality and consistency across our portfolio.”

AT&T currently works with Omnicom’s BBDO and WPP’s Grey on creative, with Grey handling DirecTV. WPP’s MEC handles most of the media buying for the company. Only Omnicom and WPP agencies have been invited to participate in the review, which is expected to conclude by the end of the summer.

BBDO has worked with AT&T since 2007, with recent work including the agency’s “The Power of &,” one of the largest b-to-b campaigns in the company’s history and “Your Network,” which launched in January and also included a “Your Story” spot with TOMS founder Blake Mycoskie.

Grey meanwhile, started handling creative on the DirecTV brand in 2010. Grey New York launched a “Versus” campaign for the brand starring Rob Lowe back in September of 2014 that expanded to include NFL quarterbacks Eli Manning and Tony Romo and then former wide receiver Randy Moss the following year before the agency retired the effort. More recently, Grey New York introduced “The Settlers” for the brand.