AT&T’s Announcement: "We've begun a formal advertising media and creative agency review that will cover all traditional and digital services in the U.S. for our Entertainment Group, Business Solutions and Corporate Brand work." (Adweek) AT&T is looking to adopt "a single integrated media and creative operating model made up of affiliated agencies. Doing so will improve efficiencies, quality and consistency across our portfolio." Current & Previous Agencies: The primary media incumbent is WPP’s MEC, which won a consolidation review back in 2007, when the client was spending an estimated $2.3 billion annually. Prior to that review, five shops handled the business including MEC, Digitas, GSD&M Idea City, Initiative and OMD.

1. NEW BUSINESS PITCH
Mobilizing Your World
AT&T

2. NAME BRAND PITCH TYPE
Creative and Media
MARKET DATE
June 10 , 2016
The Data You Need to Win This Pitch
DESCRIPTION
AT&T’s Announcement: "We've begun a formal advertising media and creative agency review that will cover all traditional and digital services in the U.S. for our
Entertainment Group, Business Solutions and Corporate Brand work." (Adweek)
AT&T is looking to adopt "a single integrated media and creative operating model made up of affiliated agencies. Doing so will improve efficiencies, quality and
consistency across our portfolio."
Current & Previous Agencies: The primary media incumbent is WPP’s MEC, which won a consolidation review back in 2007, when the client was spending an
estimated $2.3 billion annually. Prior to that review, five shops handled the business including MEC, Digitas, GSD&M Idea City, Initiative and OMD.
AT&T launches
creative and
media review
th
United States

3. Client Profile / Market
AT&T, Inc. provides telecommunication services and products, including wireless
communications, local exchange services, long-distance services, data/broadband
and Internet services, video services, telecommunications equipment, managed
networking and wholesale services.
The brand has four main segments: Business Solutions, Entertainment Group,
Consumer Mobility and International. The Business Solutions segment provides
services to business, governmental and wholesale customers and individual
subscribers who purchase wireless services through employer-sponsored plans.
The Entertainment Group segment provides video, Internet and voice communication
services to residential customers in the U.S. and U.S. territories. The Consumer
Mobility segment consists of AT&T Mobility operations which provide wireless
services to consumers, and wireless wholesale and resale subscribers located in the
U.S. or U.S. territories. Services include data and voice services, including long
distance and roaming services.
The International segment provides video entertainment services to residential
customers in Latin America and wireless data and voice communication to consumer
and business customers in Mexico. The company was founded in 1983 and is
headquartered in Dallas, TX.
FINANCIAL OVERVIEWCOMPANY BACKGROUND
MAIN COMPETITORS
2015 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
146,801
281,450
15.5%
402,672
103%
10.8%

4. AT&T in the U.S.
U.S. OPERATING REVENUES
$146
AT&T Wireless customers
In the U.S. and Mexico
$139.6
49%
Entertainment Group
24%
Consumer Mobility
24%
International
3% Business Solutions
Million
Revenues by
business
segment
Billion

5. AT&T Business Solutions
AT&T Business Solutions serve
$3.5MILLION
Businesses
Including almost all
the top Fortune
1000
Operates in nearly 200
countries
and territories
$3.6b
AT&T’s 2015 Advertising expense
AT&T DATA PATTERNS
AT&T is partnering with Clear Channel Outdoor
Americas, one of the world’s largest outdoor
advertising companies to provide data that lets
the company track people’s travel data via their
mobile phones. Using that information with
demographic information, Clear Channel hopes
to provide advertisers with information to help
them plan more effective, targeted campaigns.
- Adage DataCenter -

6. Fast Food industry in numbersAT&T Consumer Mobility
"AT&T is dramatically turning itself into an integrated carrier"
David Christopher, AT&T Mobility CMO
Bringing 4G LTE
network to 10 Million
Ford cars by 2020.
Launching its
Digital Assistant for
customers of its
Digital Life
services.
Partnering with IBM,
CISCO, Deloitte, Ericsson
and GE, to facilitate a
series of ambitious
projects to make cities
more efficient, including
smart sensors and using
connected technology.
32.5%
AT&T’s market share of wireless subscriptions.
2.5 Gb
The monthly average Mobile Data consumption in the U.S.
13%
Percentage of car drivers using connected cars in the U.S.
25%
Of Household in developed economies will use digital assistants
as primary interface to connected home services by 2019.
- Gartner-

7. Fast Food industry in numbersAT&T Entertainment Services
$49b
In 2015, AT&T
acquired DirecTV for AT&T is now the
Largest Pay TV
provider in the world
26 Million
customers
in U.S.
191 Million
customers in
Latin America
$35.3b
In revenues in 2015. Bigger than Big Media
players like Time Warner, Fox, Viacom
and CBS.

8. Fast Food industry in numbersAT&T’s OTT Services Evolution
AT&T with The Chernin Group
formed OTTER MEDIA.
A venture to acquire, invest in,
and launch over-the-top services
with a budget of $500 Million
2014 2014 2016
Otter Media founded
Ellation to build between 30 and 50
separate niche online video channels
appealing to highly engaged audiences
willing to pay for premium content
In 2016’s E3 convention Ellation
announced the launch of a new
digital MSO called VRV
VRV has signed licensing deals
with leaders in those verticals like
Rooster Teeth, Seeso, Nerdist
Alpha, Geek&Sundry, Cartoon
Hangover, and Ellation’s own
Crunchyroll.
VRV is a new subscription service
that will house content targeted at
viewers who enjoy genre and
gaming related entertainment,
including fantasy, animation,
comedy and tech.
In 2014 Otter Media purchased a
big stake in YouTube’s MCN
FULLSCREEN MEDIA.
2014
In December 2013
Otter Media acquired
a controlling interest
in CRUNCHYROLL for
about $100 Million
In 2014 Otter
Media acquired
Creativebug for
about 10 Million
13-to-30-year-old
targeted
programming
Over 600 Million
subscribers
More than 5
billion Monthly
Video Views
Audience who
are passionate
about making
and creating
Subscription
based anime
service
Over 750k
subscribers
1.5 billion
minutes of
streaming video
every month
75% paid
subscribers
under 35
18 Years old
median age of
free viewer
Launched its
SVOD service in
April ‘16

9. Otter Media’s Digital MSO: VRV
“We’re focusing on a particular audience segment. While most of the big,
broad platforms are really focused on delivering video in a more
one-dimensional experience, we’re trying to expand beyond the video in
different ways to super serve that audience.”
When Ellation surveyed its viewers, it discovered that the most typical identifier was “gamer.”
CEO Tom Pickett described Vrv as attempting to serve this broader gamer ecosystem.
Tom Pickett, Ellation CEO
“VRV was created to unite passionate fans around the content they love.
Premium channels like Crunchyroll, Rooster Teeth, and the comedy streaming
channel Seeso are working hard to bring new and improved programming to
their communities. While each of the audiences are unique, they have a
significant amount of overlapping interests.”
Tom Pickett, Ellation CEO
VRV WILL OFFER A VARIETY OF PAY OPTIONS
FULL
SUBSCRIPTION
BUNDLES A-LA-CARTE
FREE,
AD-SUPPORTED
ROOSTER TEETH
ANIME FANS GAMERS COMEDY NERDS

10. GAMERS
• • •
• • •
QUICK DEFINITION
This segment includes people who are passionate about games
on multiple platforms, from PCs, to consoles, to smartphones.
For them, gaming is a 'serious hobby,’ even a sport.
SOCIAL MEDIA FOOD ELECTRONICSENTERTAINMENT

11. 76%
GAMERS
Gamers - AT&T’s audience
Adherence
AT&T’s audience
shares 76% of
Gamers’ preferences
in areas like
Social Media,
Entertainment, Food
and Electronics.

12. AT&T’S
AUDIENCE CROSSOVERS
TOP INFLUENCER BY CONSOLE
GAMERS: SOCIAL MEDIA
OF GAMERS SHARE
VIDEO GAMING
CONTENT ON SOCIAL
27%
PEWDIEPIE SMOOTH
MCGROOVE
TOBUSCUS
OF SOCIAL VOLUME
REGARDS
XBOX-RELATED
CONTENT42%
NINTENDO GAMERS SHARE
39%
Gamers represent about 1/10 of
AT&T’s audience.
This segment sparks a strong gamer
attitude, With most popular
game-specific trait being “Hardcore
Gamers”.
AT&T customers are slightly
interested in public figures (51.2
popularity).
They are engaged by Comedians,
Actors & Directors.OF ALL VIDEO GAMING CONTENT
35%OF BIG SPENDING GAMERS
USE ONLINE VIDEO TO
DISCOVER NEW GAMES
PLAYSTATIONXBOX NINTENDO

13. GAMERS: ENTERTAINMENT
TOP MOVIES
THE AMAZING
SPIDER-MAN
CAPTAIN
AMERICA
IRON
MAN
AT&T’s audience consumes high
quantity of entertainment content
(entertainment junkies 32.2%) but
there’s no prominent preference of
one specific form.
They are movie lovers (27.9%) as well
as TV Show Lovers (27.6%).
The favorite movie genres are
Animated, Action & Adventure and
Comedy.
AT&T’s audience loves The Amazing
Spider-Man (119.4 rel) but their
favorite movie is Grown Up (131.0)
AT&T’S
AUDIENCE CROSSOVERS
KNOW
MORE
FAVORITE MOVIE GENRES
ACTION &
ADVENTURE
SCIENCE &
FANTASY
ANIMATED
FILMS
KNOW
MORE
ENTERTAINMENT JUNKIES
38.5%
MOVIE LOVERS
45%
88%
RECOMMEND MEDIA &
ENTERTAINMENT
PRODUCTS
GAMERS WHO
FOLLOW ONLINE
GAMING CHANNELS
SPEND
1.2 XFOR ENTERTAINMENT

14. GAMERS: FOOD
TOP FOOD BRANDS TOP BEVERAGE BRANDS
MONSTER
ENERGY
MOUNTAIN
DEW
RED BULL
KNOW
MORE
KNOW
MORE
PRINGLES JACK LINKS SKITTLES
83%RECOMMEND FOOD & DRINK
PRODUCTS
AT&T customers are similar to
gamers when it comes to food.
They love Food To Go (pop 157) and
snacking (172.7 pop) but their
favorite beverages are Water & Juices
(164.8) , while Soft Drinks (156.2)
follow at 2nd place.
The gamer’s favorite food & beverage
brands collect positive popularity and
relevance points also on AT&T
customers.
They take different choices when it
comes to the restaurants. Where
Subway is the undisputed favorite.
AT&T’S
AUDIENCE CROSSOVERS
FOOD TO GO
(popularity index)
146.8
FAVORITE RESTAURANTS
KNOW MORE
161.1
(popularity index)
SOFT DRINKS

15. GAMERS: ELECTRONICS
AT&T customers are tech-savvy.
The Techies trait involves the
14% of the audience and scores
high popularity points.
They share the Gamer’s
early-adopters mindset
(Tech-Splorers 168.6 pop) but
Razer collects low relevance
points (66.1) while Turtle Beach
(120.4 rel) seem to attract
interest.
AT&T’S
AUDIENCE CROSSOVERS
TOP HARDWARE BRAND
KNOW MORE
TOP CONSUMER ELECTRONIC BRAND
RAZER TURTLE BEACH KNOW MORE
GAMERS WHO FOLLOW
ONLINE
GAMING CHANNELS
SPEND
155.0
(popularity index)
TECHSPLORERS
87% RECOMMEND CONSUMER
ELECTRONIC PRODUCTS
1.5 X
FOR ELECTRONICS

16. CONSUMER
INSIGHTS SUITE
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