Big ad campaign to usher in new AT&T

The reborn, postmerger Ma Bell gets its branding in order as competition heats up among telecom and cable companies.

AT&T is set to rock in the new year with a massive ad campaign toasting the company's postmerger rebirth.

The telecommunications giant plans to launch the first national television spot in a yearlong campaign during "Dick Clark's New Year's Rockin' Eve 2006" and other TV specials Saturday night. Subsequent ads will be deployed across a wide variety of media, including magazines, newspapers, billboards, cable TV and online venues.

The branding campaign will center on a new tagline--"Your world. Delivered."--as well as the song "All Around the World" by British rockers Oasis. No dollar value was given for the advertising barrage.

AT&T's heritage stretches back to the 19th century and the earliest days of the telephone and the telegraph --the two T's in its name. But Ma Bell never fully recovered from its breakup into several so-called Baby Bells in the 1980s and this year was acquired by one of those regional companies, SBC Communications .

Although SBC had market momentum on its side, it recognized the nationwide and global value of the AT&T brand and adopted that as the name for the company born of the $16.9 billion merger.

The venerable brand name will be just one part of the company's overall efforts to keep pace in a frantic race for dominance among telecom and cable TV providers . A range of new technologies from Internet telephony and wireless communications to on-demand television is stirring up an unprecedented market shake-up.

"The new AT&T will lead the industry in delivering the next generation of integrated solutions that deliver on the promise of virtually anywhere, anytime connectivity," CEO Edward Whitacre Jr. said in a statement Thursday.


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