AT&T Launches Emerging Devices Organization (IoT)

Challenge

AT&T was perceived as a traditional telecom company lacking innovation. To change this, AT&T launched the Emerging Devices business (which evolved into IoT), partnering with companies in automotive, healthcare, and manufacturing to help them use internet-connected devices to extract data and improve business decisions.

Approach

My team worked with the business unit to gather stories from new and existing partners, creating proactive storytelling opportunities to showcase AT&T’s innovation. We produced content, blogs, and media pitches that attracted attention, leading to new business opportunities, and increased positive media coverage. My team also led the launch announcement strategies for AT&T’s entry into home security and smart cities, leading to a consistent drumbeat of positive news coverage and consumer sales.

Results

Secured consistent stream of news coverage across telecom and top tier consumer and business press, further positioning AT&T as an innovative company. Supported lead generation for the business sales team and created new storytelling opportunities across vertical segments.

Coverage Secured