We believe a brand that puts people ﬁrst must develop marketing messages, offers and advertising for products and services that earn and maintain customers’ trust. Responsible marketing should represent a diverse and inclusive audience and should contain clear, concise and accurate content.
As one of the largest advertisers in the U.S., AT&T strives to create marketing messages that accurately represent society as well as our products and services.
As stated in the AT&T Code of Business Conduct, we succeed in the marketplace by competing aggressively but fairly. Our products and services stand on their own merits. We do not misrepresent the characteristics of our products and services, and we do not deceive our customers or engage in any other unfair practices. AT&T’s Global Marketing Officer oversees worldwide corporate brand marketing for AT&T Inc., including advertising, corporate communications, events and sponsorships.
Our limited-time offers and marketing campaigns are designed to provide customers with differentiated options in the marketplace and to stimulate sales through unique and promotional discounts, pricing, features or add-ons. Our consumer marketing organization is focused on communicating our customer value proposition through the AT&T brand and demonstrating how we’re able to tailor and elevate customer experiences.
When creating new offers, AT&T’s consumer marketing and advertising organizations work with agencies that bring the offer’s value to life. They also collaborate with internal brand and legal teams to ensure we are consistent with AT&T’s voice and position in the marketplace and in compliance with advertisement practices that protect consumers – including practices to eliminate deceptive advertising.
Throughout the process, we ensure our advertising creative and value proposition messaging aligns with the offer and that the offer is clearly and plainly represented. Once finalized, the marketing strategy and offer details are communicated widely to all consumer-facing sales, direct marketing channels and customer service organizations – such as call center agents and representatives in our retail stores and authorized agent locations.
After an offer has gone to market, we incorporate feedback from our call center agents and retail associates, as well as analysis from our customer experience and business analytics teams, into decision-making for future offers. If needed, we adjust messaging for an active offer to ensure it is clear for customers and sales representatives.
In AT&T’s business marketing organization, channel marketing and marketing communications teams collaborate to identify opportunities for new services and promotions that address the needs of business customers – whether local, national or global in scale. Services provided to business customers include mobility, wireline technologies, Internet of Things, fiber-based internet and networking services, security solutions, voice and collaboration platforms, and other cloud-based offerings. Our Senior Vice President – Business Marketing leads AT&T’s business marketing organization and reports to the CEO – AT&T Business, a part of AT&T Communications.
We align the process for creation of new offers, advertising and product/feature launches to the practices of our consumer marketing organization. However, with regard to business marketing, we target our approach based on:
- Customer segmentation (small and medium business, enterprise and global business, and wholesale)
- Industry focus, such as Manufacturing, Transportation, Healthcare, Retail, Finance, Government and Education
- Delivery channels (direct sales, indirect partners, retail, call center and digital)
Proper segmentation with an industry focus enables teams to gain a deep understanding of client needs and to offer the best networking solutions for their clients’ operations – with proper channel support that allows us to meet our customers where they do business.
Equality in Marketing
AT&T’s overall marketing approach begins with the diverse composition of our teams. The AT&T Inclusion Playbook informs a nonbiased approach to creating content and respects the entire spectrum of diversity – including gender and cultures as well as the LGBTQ+ population, veterans and those with accessibility needs. The Inclusion Playbook provides thought starters to help content creation teams accurately portray people and eliminate inclusion gaps in AT&T content. Designed as a tool for decreasing bias in content and increasing innovation in ad copy testing, this program was recognized by the Association of National Advertisers (ANA) for leading positive change.
We surpassed the ANA #SeeHer initiative’s 2020 goal to increase the accurate portrayal of women and girls in media by 20% in 2018 – 2 years early – and AT&T committed to #SeeHer’s new 2025 and 2030 goals. In 2019, our measured advertising surpassed #SeeHer’s 2025 milestone. And in 2021, our process changes and focus enabled us to continue portraying women and girls accurately.
AT&T’s Advertising organization, led by our Senior Vice President – Advertising, is responsible for creating campaigns reflecting the needs of business and consumer customers, as well as the value and reputation of our brand. We encourage our ad agencies to cast and hire diverse talent both in front of and behind the camera. During creative development and production, we work to ensure our messaging resonates with our diverse consumer group. For example, the AT&T Fiber advertising team meets with the Black Marketing & Advertising Council monthly to review and incorporate the council’s feedback on creative content.
Read more on our AT&T Diversity, Equity & Inclusion website.
Customer Data Privacy
Data helps us create more reliable products and services, improve security and detect fraud, and provide customers with customized offers. Customers also count on AT&T to protect their information and respect their privacy. We take this responsibility seriously and work hard to maintain customers’ trust.
Customers can restrict AT&T’s use of their Customer Proprietary Network Information for the purposes of receiving offers about new types of products and services from the AT&T family of companies. For more information, visit the Customer Proprietary Network Information website.
Customers also have the ability to manage how they want to be contacted by AT&T, including opting out of telemarketing calls and emails. When building marketing campaigns, AT&T honors a consumer’s request to be added to AT&T’s internal Do Not Call list – in addition to the Federal Trade Commission’s National Do Not Call list and various state Do Not Call lists, as appropriate. For more information, visit the National Do Not Call Registry.
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