AT&T's chief brand and advertising officer Fiona Carter is leaving the company to pursue other opportunities on June 26, according to an internal memo obtained by Axios. Her replacement has yet to be named.
Why it matters: Carter was responsible for AT&T's annual advertising budget of over $5 billion, one of the largest advertising budgets in the U.S.
"VPGM lamented about no promotion campaigns were ran and negatively impacted sales."
Don't forget no superbowl ad, and they said they don't need firstnet ads, that first responders word of mouth was good enough.
Stephenson should have been fired after whiffing on TMobile merger and enriching them to become a chief rival...Then he overpays for Time W arner and then is allowed to name his id–t partner Stankey as his successor...the ineptitude of these two is reflected in the stagnant stock price and constant downsizing
No amount of money spend can change the brand perception when Stank the know-it-all is in charge.
I sat in on a VPGM report on quarterly sales results after the holiday season. VPGM lamented about no promotion campaigns were ran and negatively impacted sales. Meanwhile every other carrier had massive promotions running: Black Friday, Cyber Monday, Christmas, New Year. These k–ler decisions are made at the very top, just like the $15 for HBO Max. I don't know whether Carter was good at her job or not, don't expect success when working for the death star.
I hope I never have to hear “Just Ok is Not Ok” or “More For Your Thing” at in an AT&T commercial ever again!
I remember a town hall last year, where she came out wearing her AT&T branded shirt & jacket, trying to portray this hip & cool image that the new AT&T was supposed to be. Believe she made it a point that we buy this useless apparel for ourselves, to help promote the brand. This is just a symptom of the larger problem of AT&T trying to reinvent itself with mergers and media aquisitions.
News flash: We will never be hip & cool. People tolerate us at best, and outright hate us at worst. We should have focused on what we did best for decades... built a rock-solid communications infrastructure, make it fast and bulletproof, then charged customers a premium price for a superior service and reliability. The consumer's interest will change over time. Fads come and go. As long as we owned the transport layer that enabled the consumer to get the latest pop culture show, game, or app...we would win. Thats how I see it anyways.
It’s too late. Stevenson and Stanky led this down a path that’s Not going to get better
She was about as useless as they come. A great example of failing upwards. On a town hall last year, she complained about how the company’s brand image was stodgy and old and the marketing wasn’t helping that. What’s that you say? The Chief Brand Officer thought there was a problem with her company’s brand? If only she had the power to be able to do something about that...
At AT&T, our thing is to give you less for your thing.
How can she be out as she made no sense when she communicated her message with even the employees? I mean what a great plan to launch HBO Max, with HBO Go and HBO now already on devices- great Branding Job Fiona! I am sure it wasn’t all her fault but with 10 different video products maybe try 1 or 2 brands after losing millions of. Video customers over the last 5 years......... Who’s on First?
Yes and to the previous post about the font and globe you are 100% true as did an insider video and was told by production that UNDER NO CIRCUMSTANCES IS AN AMERICAN FLAG ALLOWED IN ANY VIDEO PRODUCTION OR PRESENTATION AND THAT ONLY CERTAIN BRANDED VEHICLES WERE ALLOWED TO BE PHOTOGRAPHED FOR MASS INTERNAL CONSUMPTION. WTF? Yes I am getting surplused and honestly couldn’t be happier.
Oh, glamour is gone
Stunki should invest in a 100 million 100% Human Hair easy to attach and remove, totally DIYable. It is simple, completely invisible and giving all natural appearance, while he is on tour in Hollywood
Amen
T needs to redirect ~99% of this brand expense towards making customer service best in class...
AT&T spent upwards of ~$100m to research and decide to change the font size of our brand from lower case to upper case and have the globe be more of a flatter image.... I’m a retired 4th line and was part of the briefing at a leadership development program.... to say I was appalled at this waste of money is an understatement.... T needs to redirect ~99% of this brand expense towards making customer service best in class...