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Telecom

Telecom? That's an Easy Call

By Elena Malykhina

The sun will continue to rise, death will surely come to us all and telecom companies will persist in spending heaps of cash to advertise their services. In fact, when it comes to advertising spending, there are few sure things except maybe for telecom, which has been a cash cow for Madison Avenue for this decade. The coming year looks to be more of the same.
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Top Brands by Category:

Brand/Parent Company

Lead Agency/Location

Total Sales ($ billions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

TELECOM

1. AT&T

BBDO / New York, NY

118.90

1,860.00

6.34

6.28

56.5

2. Verizon

McCann Erickson / New York, NY

93.5

1,428.40

6.63

6.38

58.8

3. Sprint Nextel

Goodby, Silverstein / San Francisco, CA

40.2

987.5

5.71

4.67

44.7

4. T-Mobile

Publicis / Seattle, WA

19.3

500.3

6.31

5.24

49.7

5. Qwest

DraftFCB / Chicago, IL

13.8

79.3

6.43

5.78

51.9

6. Alltel

Campbell-Ewald / Warren, MI

8.8

200.4

5.85

4.7

44.7

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Sources: Company reports/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)
Parent company is same as brand name.

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.

Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.

Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.

Telecom Corporate Branding News

The telecom industry is one that makes its mark through Internet branding. Brandweek details which company had the most effective corporate branding strategy this year. Keep up with the best of the best by reading Brandweek. And for even more corporate branding coverage, try our free newsletters.

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Telecom Corporate Branding News

The telecom industry is one that makes its mark through Internet branding. Brandweek details which company had the most effective corporate branding strategy this year. Keep up with the best of the best by reading Brandweek. And for even more corporate branding coverage, try our free newsletters.