AT&T’s Fiona Carter to Marketers: ‘If We Don’t Get Inventive Now, We’re Not Going to Survive’

COVID-19 has had an immense impact on how people do business, so it makes sense that marketers would have to respond rapidly. In a Beet.TV interview, Fiona Carter, chief brand officer at AT&T explored some best practices that brands have used for getting through this period and what some of the long-term impacts will be […]

 

How AT&T Is Navigating Media Buying During A Pandemic: Carter

Finding the right audience for marketing messages was already becoming complex. But the COVID-19 pandemic has posed a whole new set of challenges. Audience targeting appears to be entering a third age. After initial buying of ads against content that delivers key demographics, marketers have been in thrall to laser-targeting audiences, no matter they content […]

 

ROI Measurement Proves ‘We’re An Investment, Not A Cost’: AT&T’s Carter

CANNES – While bigger can imply better when it comes to media scale, it doesn’t shield you from challenges like audience fragmentation and the “murkiness” of the digital advertising ecosystem. So while AT&T recently upped its vertical integration game with the acquisition of Time Warner, it’s as enthusiastic as smaller companies to see various industry […]