Mobile strategy for AT&T & DirectTV $2B consolidation with Omnicom

 

AT&T Omnicom Pitch

 

Probably one of the largest agencies reviews in recent times. A winner-take-all shootout between Omnicom and WPP for the full media and creative account of AT&T and DirectTV - and in 60 days. As part of this integrated effort with Hearts & Science, our team pulled off some fresh mobile thinking to challenge a broadcast-centric view. Working with some incredible creative talent, we were able to showcase the brand beyond mass advertising, giving it a meaningful role as an enabler of entertainment and better service under a new value proposition.

 

Contributions included:

• Digital / mobile-first creative brief 

• Mobile strategy 

• Concept development & refinement

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The digital and mobile thinking helped position Omnicom to secure the business. According to clients, our ideas contributed to the brand becoming"more culturally relevant, more entertaining and more modern -- not only throughout broadcast and traditional, but also digital and mobile" (Ad Age http://bit.ly/2iHWXyH) 

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Agency: BBDO Organic