The Challenge: 
AT&T wanted to be the shadow endorser of their new advertising & analytics business. What they didn’t have was any idea about how to achieve that.

For legal and business reasons, the brand could not carry AT&T in its identity. However, AT&T did want some kind of metaphorical cord connecting this new venture back to the mother ship.

The Idea:
We delved into AT&T’s 142-year history and discovered that so much of its early day success was thanks to the attitude and innovation of its founder Alexander Graham Bell.

The Execution:

That same spirit of innovation was what this brand was aiming to bring to the advertising industry. Xandr encapsulated that spirit, was a completely distinct identity for the category and provided the connection back to the master brand we had been tasked with finding.