Publication Date: 2007
Log in to MyPRSA to View or Purchase this item.
2007 Silver Anvil Award Winner – Reputation Management / Brand Management – Business (Companies with sales of more than $500 million)
The historic merger between SBC Communications and AT&T Corp. created the nation’s largest communications company – AT&T Inc. – and kicked off a major campaign to introduce the new AT&T brand to a diverse mix of important stakeholders. Following months of research and planning, the communications team orchestrated a series of internal and external announcements and events to generate both excitement and support for the company’s new name, ticker symbol and mark, including 43 logo-unveiling celebrations for employees. The team quickly refocused it efforts to support the most aggressive advertising and brand reputation campaign in the combined company’s history, which continues today.
Broaden your skill set with access to an extensive library of live and on-demand professional development webinars — one of PRSA's premier member benefits.