Playing the whole course
AT&T Business launched its “Next Level” campaign last summer, aiming at large businesses and government entities that value both security and network stability, which the company branded as “connectivity.”
This year, AT&T shifted the message to small businesses that required a more personal approach. The company wanted to show it could help with hiring talent, launching a website, building a social media presence, selecting an internet provider, and establishing roles and responsibilities within their team.
“They need someone who can be their tech support,” Vargas said. “So we were seeking something that would be different in the marketplace, break through and allow us to tell the plight and challenges of small businesses.”
