CLIENT
Cingular Wireless
Marc Lefar, CMO
Daryl Evans, VP Advertising & Mktg. comm.
Vance Overbey, Executive Dir. of Advertising
Charlie Payne, Media Dir.
AGENCY
Mike Teasdale, EVP- Executive Planning Dir.
Rob Cherof, EVP- Management Dir.
Doug Walker, EVP- Management Dir.
Charlie Miesmer, Vice Chairman- Senior Creative Dir.
Susan Credle, EVP- Creative Dir.
Steve Rutter, SVP- Creative Dir.
Atmosphere
OMD
SUMMARY
A moment in time - the merger of No. 2 wireless brand Cingular with No. 3 AT&T Wireless to create a new No. 1 - was leveraged to (1) jumpshift perceptions in order to neutralize the key competitor's perceived advantage in network quality; (2) reinforce loyalty among the combined customer base; and (3) create momentum by attracting new customers. All communications objectives were blown away within the first three quarters of the relaunch. A once great but dying brand was successfully merged with a vibrant challenger brand to create the new brand leader.
