CLIENT
AT&T
Carol Eversen, General Manager - Mktg.
Don Klein, Brand Manager - Mktg.
Tim Omaggio, Dir. - Mktg. Communications
Susan Campbell, Division Manager - Mktg. Communications
Kit Haines, District Manager - Mktg. Communications
Julie Rygiel, Asst. Staff Manager - Mktg. Communications
AGENCY
Young & Rubicam New York *Lead Agency
Ted McCagg, Creative Dir. - Copywriter
Stuart Garrett, Creative Dir. - Art Dir.
Efren Vaca, Partner
Christian Barnett, Group Planning Dir.
Dana McCullough, Associate Partner
Samantha Bonom, Account Exec.
MEC
SUMMARY
The three things to remember about this EFFIE entry: 1. CALL ATT had to break phone calling behaviors of an almost Pavalonian magnitude. 2. The combination of celebrity spokesperson and easy-to-remember dialing mnemonics was successful in teaching a new dialing behavior and driving usage. 3. The results, particularly the market share gains and over-delivery on revenue targets, demonstrated that the strategy and creative were successful in growing the CALL ATT brand and business.
