26 years ago, I received a “dream” assignment. Bell Labs invited my agency, NW Ayer, to come interview their scientists. The purpose was to assess potential opportunities to promote the reputation of AT&T. I was set loose in their ivory towers, quizzing brilliant academics who searched for fundamental scientific discoveries. Subsequent marketing insights then gave birth to a legendary ad campaign, themed “You Will.” It was prescient; we all now live its promise. The journey to this breakthrough effort was not a cake walk. Quite the contrary, our teams ran into (and overcame) daunting obstacles – before, during and after the campaign itself. Proving that the future does not come easy, but it does come. reputation campaigns interviewing transformations #perseverance
Adman Emeritus 