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Who Catherine Borda
Current gig Director of youth marketing at AT&T
Previous gig Brand manager at Georgia-Pacific
You're responsible for spearheading AT&T's millennial efforts. What have you learned that works with this demographic?
I call them universal millennial truths: being transparent, authentic, immediate and versatile. Everything that we do really has to deliver on those. Something we've seen as effective is highlighting their mobile life and everyday moments. For example, we had the No. 1 post on Tumblr last year, something to the effect of, "When you know what you want, call me."