SBD/April 12, 2013/Marketing and Sponsorship

AT&T Debuting Three New Ads During Masters Coverage Highlighting B2B Efforts

AT&T is running three new 30-second spots this week during Masters broadcasts on CBS and ESPN. The advertising focuses on AT&T’s Business Solutions division and highlights the company’s B2B efforts with HertzNuccio Heating and Air Conditioning and Amtrak. By telling real-life stories of how the network benefits those clients, AT&T intends to show how it can enhance a business’ customer service. The spots were created by BBDO, N.Y., which has been AT&T’s agency partner for brand and digital creative since '00. AT&T is one of just three sponsors on The Masters broadcasts, which run on ESPN for the early rounds and move to CBS for weekend coverage. ExxonMobil and IBM are the other two sponsors. AT&T also has some branding on Masters.com. “It’s a very exclusive position and it comes with some great opportunities,” AT&T VP/Marketing Communications & Operations Alicia Dietsch said of the sponsorship. “We’ve seen it pay some very nice returns for us, from a business and brand affinity standpoint.” Dietsch said that in addition to the ad units throughout the broadcasts, AT&T uses the relationship with Augusta National to host customers and hold exec meetings on-site at The Masters. “Given the audience that the tournament draws, it naturally becomes a great opportunity to advance our business message,” Dietsch said. “We find a good amount of crossover with business and technology influencers and decision-makers. Technology can admittedly be a little dry, so what we’re trying to do through these spots is humanize the business and tell stories that are relatable to people.” The arrangement with CBS and ESPN is handled through Augusta National, Dietsch said. The club previews all of the advertising and gets final approval on anything that runs. In addition to the three new spots featuring its relationship with Hertz, Nuccio and Amtrak, AT&T also is running a PSA and a spot from last year for a total of five spots through the weekend across more than 200 units.

SPIDER SENSES: State Street Global Advisors' SPDR funds have been a natural sponsor for golfer Camilo Villegas, who is known as "Spiderman" for the way he poses low to the ground as he reads putts. The financial firm, entering its third year with Villegas, will launch a new 30-second spot on CBS promoting that connection between the golfer and the SPDR funds. The Gate Worldwide created the spot called "Practice Green." The campaign also will air on an additional 10 PGA Tour events through August. Villegas notably did not qualify for the first major of the year.
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