Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
Specs
Who Catherine Borda
Current gig Director of youth marketing at AT&T
Previous gig Brand manager at Georgia-Pacific
Twitter: @CatherineBorda
Age 36
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."
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in