For Whom The Bell Tolls

In 1984, Federal Judge Green issued his decree to break up Bell System, the regulated monopoly that was America’s phone company for generations. Its local assets were divided among 7 new “Baby Bells” (Regional Bell Operating Companies) who also received rights to use the household name “Bell” in their operations and marketing.

AT&T Corporation retained ability to provide long distance service. But AT&T did not retain “Bell”, by which those services had always been known. Bell was a familiar entity; AT&T was a relative unknown, only a watchword to stock holders and Wall Street.

Before AT&T could successfully market its long distance service (now in a market-crowd of new entrants), it needed to transfer public “good will” long associated with Bell to AT&T – without using the name Bell, which AT&T was no longer legally entitled to use.

An unprecedented, complex marketing problem. Solved through ad agency, N.W. Ayer.

While establishing a new ad campaign spokesperson and look, AT&T retained the famed ad slogan from its previous Bell days: “Reach Out and Touch Someone.” This theme and its related music paved the way for the new public brand to bridge over existing equities.

Earlier market research demonstrated that “Bell” was by far the most recognized name for telephone services. Subsequent market research demonstrated that “AT&T” ran neck and neck with “Bell” for public awareness, with new entrants far below at that time.

Actor Cliff Robertson was selected to star in the new “Reach Out and Touch Someone” campaign for AT&T,  His Q Score was high (familiarity & integrity). His famed movie role was playing JFK in PT-109. An American Hero + A Trusted Actor + A Beloved Theme = AT&T, the phone company America had known and used for generations.

Someday, I will post about other AT&T experiences and campaigns. For the moment, I will move on to other recollections about other agencies and other clients. But not before including this chart to show the recent outcome of Judge Green’s breakup decree.