AT&T Wireless Services Inc. (NYSE:AWE – news), the nation’s third-largest wireless operator, on Friday said it will launch a new branding campaign during the Super Bowl on Sunday that stresses the service’s ability to keep people connected.
AT&T Wireless declined to disclose the cost of the campaign, which was developed by the Ogilvy and Mather Worldwide unit of WPP Group Plc. (quote from Yahoo! UK & Ireland: WPP.L)
The Redmond, Washington-based company said it planned to unveil a 60-second ad during the broadcast of the National Football League championship game based on the theme “mLife,” a reference to mobile, as well as such other meanings as “multifaceted,” “managed” and “modern.” It also planned to refocus service offers, renovate retail stores and redesign its Web site to fit the theme.