AT&T Commercial - Rethink Possible

AT&T Image Campaign Accentuates the Positive, Not Product The New York Times. A version of this article appeared in print on April 8, 2010, on page B6 of the New York edition. "The campaign is the first meant to burnish the AT&T brand image, rather than sell specific products and services, since a $1 billion campaign in 2006 that carried the theme Your world. Delivered. The purpose of that campaign was to tell consumers about the formation of the new AT&T after the original Ma Bell, the AT&T Corporation, was acquired by SBC Communications, which then renamed itself AT&T. Since then, AT&T has been transformed by the growth of businesses like mobile communications — embodied by the Apple iPhone — and data services, which now account for about 70 percent of annual revenue. "