In the wake of AT&T’s acquisition of WarnerMedia, I was asked to develop ways to seamlessly integrate the divergent yet complementary strengths of both enterprises into a coherent, impactful sales narrative. One specific opportunity identified was using WarnerMedia content partnerships to close high-profile AT&T Business deals and strategic partnerships. Working with our new Innovation Lab, we set to work examining the synergies and technological capabilities that would cater to a B2B marketplace. The result was “True Connections,” a concept born from the realization that both AT&T and WarnerMedia are in the business of connection—whether it’s connecting people through the most advanced telecommunications networks or some of the most powerful content and storytelling in the world.

Strategy & Approach

With the “True Connections” insight in hand, we set about imagining a world beyond merely bundling services and selling them to prospective clients. Instead, the aim was to craft a compelling narrative that would reflect the combined capabilities of AT&T Business and WarnerMedia. This approach resonated with both current and potential clients, emphasizing our unparalleled ability to deliver not just products but experiences that forge true, lasting connections with audiences, no matter where those audiences may be.

Executions

1. Film: One of the cornerstone elements of “True Connections” was the conceptualization and creation of a film. This was not just a corporate video, but a piece of storytelling that encapsulated the essence of what a ‘True Connection’ could be in the realm of media and telecommunications. It conveyed the ability to create meaningful moments, thanks to our combined services, at every stage of the customer journey.
2. Custom Sales Decks: The narrative was also integrated into sales decks, ensuring that our internal team and prospective clients would resonate with our unified messaging.
3. Targeted Pitches & Meetings: These were personalized, high-touch engagements. Our Sales team was equipped with talking points, guided by the “True Connections” theme, as well as specific content and IP open to or seeking partnerships, empowering them to effectively communicate our unique value proposition during one-on-one meetings with potential clients.
4. Multi-Channel Approach: Beyond these, we extended the concept into a range of collateral, unique demos ideated by the Brand Innovation Lab and enabled by AT&T’s cutting-edge 5G technology. We also extended to thought leadership, articles, and trade appearances.

Outcomes

A unified message from AT&T Business and WarnerMedia sales teams.

One notable success was the execution of a partnership between Rick & Morty and Wendy’s, where the “True Connections” narrative successfully showcased how storytelling meets technology to create a genuinely impactful audience connection. This effort contributed to a broader, multi-level approach designed to close high-stakes B2B deals with AT&T Business closing a MMM deal to provide telecommunications services to all Wendy’s locations nationally.

Conclusion

The “True Connections” strategy served as a comprehensive, flexible framework underpinning our sales efforts across AT&T Business and WarnerMedia. While short-lived due to AT&T’s spin-off of the business, it effectively positioned us to anticipate and deliver on the needs of various advertiser categories, leveraging data targeting and analytics to combine the offering of two respective giants.