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 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 .
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. 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.