Case Study: AT&T Nextgen marketing
Empowering AT&T’s marketers through creative alignment and scalable engagement.
An internal brand and engagement initiative designed to connect marketers across the organization through a shared identity, campaign system, and summit experience. The work combined branding, microsite design, campaign materials, and event creative to support alignment, participation, and long-term engagement.
My Role
- Creative Direction
- Art Direction
- Brand Identity
- Creative Strategy
- Messaging Architecture
- Microsite & Campaign Design
- Executive Stakeholder Leadership
Results
The work culminated in the NEXTGEN Marketing Summit Series, a hybrid event that brought together 100+ marketers across physical and virtual spaces. Centered on the theme of Connectivity, the event wove powerful storytelling into AT&T’s internal brand fabric.
Audience impact:
- In-Person: 54% Sr. Managers / 46% Directors
- Virtual: 76% Sr. Managers / 15% Directors / 9% AVPs
- 67% of attendees were first-time participants in the NEXTGEN Marketing Summit Series
Audience reactions:
- “It made me take inventory of the challenges I’m facing today.”
- “This was magic in a bottle.”
- “Blake is the definition of INSPIRATION. We need more of this.”
- “This event exceeded my expectations. I’m glad I got to be part of the conversation.”
- “Best guest speaker I’ve heard in my history with AT&T.”
.png)
.jpg)
