AT&T is the largest telecommunications company in the world, with $164 billion in revenue and 273,000 employees which also makes it the 11th largest company in the world. AT&T Success storyaprimo.com AT&T’s Consumer Marketing includes its Mobility, DIRECTV, Internet and other divisions. Challenge Through regionalized marketing, AT&T Consumer Marketing faced some key challenges with executing effective marketing programs. AT&T Creative Services was feeling the pressure from the ongoing integration of the wired and wireless worlds as well as the economic downturn. It needed a single view of marketing campaigns despite mergers, geographies, multiple product lines, and multiple channels to customers. In an effort to drive efficiency, the marketing department sought a collabo

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