AT&T Inc. is reviewing its advertising strategy, and has put its estimated $3.345 billion media-buying and -planning account up for grabs. The nation’s No. 1 wireless carrier said the review is expected to be completed by the end of the year.
In a statement, AT&T said it will be issuing a request for proposals to incumbent advertising firms.

Advertising Age estimates, which include both measured and unmeasured spending, put the overall budget for AT&T, BellSouth and Cingular Wireless at $3.345 billion in 2006. AT&T and Cingular spending alone was $2.3 billion, according to Advertising Age data.

You’ve got to be kidding me. 3.4 BILLION spent PER YEAR in just advertising?!!?!?!?!

Here’s a thought. Re-invest 2.4 Billion into your various networks. Spend the 2.4 Billion actually improving your networks. Not just tossing money down the drain… but actually making improvements. Then you will only have to spent 1 Billion showing people how cool you are … because you won’t have to make up stuff. People will be able to tell you’re THE NETWORK to be on … because you actually will have more bars in more places, more bandwidth on your Internet connections, and generally just be able to kick the competitions ass.

Word of mouth sells more services/devices any day of the week than good advertising. I think Apple proved that with the iPhone.

AT&T to review $3.4B advertising strategy :: RCR Wireless News