When I was interning at BBDO NY the summer of 2011, I put together a 99-page competitive analysis. This is a sampling of the deck.

1. Executive Summary
Messaging – Q1 & Q2 2011
Enterprise:
• Overall, competitors in the enterprise space have been working to
maintain cadence, consistency and evolution of their brands.
Small Business:
• In the small business sector, cable companies are expanding their
services to address the growing needs of small business owners making
them.
• Verizon is responding by touting its larger and technologically
advanced networks, products and services.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
4 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

2. AT&T
Small Business
Message: “Just what you need, and nothing you don’t.”
Objectives:
• Increase inward access lines and broadband share, helping small business work better
by delivering simple and valuable solutions that can make them more productive -
today.
Strategic Approach:
• AT&T offered an entry level, low priced bundle, with the option to include additional
components to increase response in the market. By offering the bundle as a
customizable solution, AT&T took a consultative position, tailoring the offer per the
specific needs of the small business and exclusive of superfluous products and services.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
6 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

3. AT&T
Small Business - 360 Activity
PR Activity:
• AT&T has integrated the AT&T Office@Hand app for iPhone, a mobile
PBX application which allows small businesses with an existing wireless
account from AT&T to configure and manage their office phone system
on-the-go. Read more: AT&T Office@Hand App Helps Small Businesses
Social Media Activity:
• Facebook: 3,064“Likes” - AT&T Small Business Facebook Page
• Twitter: 9, 406 Followers - AT&T Small Business Twitter Page
• AT&T YouTube: 125 Subscribers -
AT&T Small Business YouTube Channel
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
7 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

4. AT&T Small Business
Q1 Samples
DIGITAL (AFL 1T Offer)
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
8 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

5. AT&T Small Business
Q1 Direct Mail
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
9 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

6. AT&T Small Business
Q2 Samples PRINT: Architect
TV :30 Anthem
DIGITAL: Architect
DIGITAL: All For Less
10 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

7. AT&T Small Business
Q2 Direct Mail
11 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

8. Cisco
Message:
“Together, we are the human network.”
Objectives:
• In Q1, Cisco extends their brand message (the human network) very specifically to
business processes. In the past, their communication lived in a somewhat agnostic
place where business situations and human moments were intertwined. This new
move carves out business more specifically than previous work and includes a POV on
why many networks are not “good enough.”
• In Q2, Cisco extends their brand message (the human network) again, but with a 360
emphasis on security in the cloud. This new move specifically points towards secure
business.
Strategic Approach:
• Maintain the essence of the “human network” but marry it with specific claims like
secure, intelligent, etc. Identify the tie to specific business processes like
collaboration and productivity.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
66 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

9. Cisco
Impact on AT&T:
• This evolved approach adds more to their enterprise messaging, and should be
expected to continue to build credibility for the brand within the IT target.
Notable Spend and Occurrence:
• Cisco ran a Secure TV spot that was in market from 01/27/11 - 03/09/11
nationally. With 148 occurrences, the total spend was $1,367,000.10.
• In Q2, Cisco ran a Borderless print ad that was in market from 05/09/11 -
05/16/11 nationally. With 2 occurrences, the total spend was $86,000.00.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
67 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

10. Cisco
360 Activity: PR/Events
Event Activity:
• Cisco is committed to offering both online and in-person training, speaking
and consultative seminars for vertical segments and key targets (i.e. CIO’s, IT
decision makers, IT support and research teams)
• See all Cisco Events Here
PR Activity:
• Cisco announced it is enabling businesses to connect with consumers with full
interoperability between Cisco's umi portfolio and Cisco TelePresence systems
used by businesses. Among the advantages of B2C connectivity Cisco hopes to
improve: distance learning, tele-health, virtual professional services and
community services.
Read more: Cisco connects business and consumer telepresence
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
68 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

11. Cisco
360 Activity: PR/Events
PR Activity:
• Cisco's cloud computing strategy is starting to accelerate, with a focus on
providing infrastructure that makes it easier to get started and expand
quickly. Companies such as Cisco and HP are competing to provide the next
generation networking technologies and infrastructure for the new, modern
data centers.
Read more: Cisco Expands Cloud Computing Strategy
• Cisco acquired newScale Inc., an IT services company to help its customers
move into the cloud.
Read more: Cisco Moves to purchase NewScale to Expand Cloud Offering
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
69 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

12. Cisco
360 Activity: Social Media
Activity:
• Twitter (61,833), Facebook (183,528 “Likes”), YouTube (3,170 subscribers)
• Cisco uses the Twitter channel to interact with customers, post articles, announce new
events, products and retweet relevant information. With the Facebook page, they interact
with customers and post discussion topics. Most links lead back to their homesite or a
landing page with information concerning products and offerings. YouTube is used to post
interviews, tutorials, and commercials.
• In Q2, Cisco continued to enrich it’s YouTube user experience by posting new ads and
how-to videos, targeting IT professionals across industries and specialties.
Result:
• Cisco goes back to their brand message of “A Human Network” by creating an open
community for users to interact. They post new discussion topics that are responded to
by customers. The customers then interact with each other, creating relationships.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
70 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

13. Cisco
DIGITAL
Q1 Competitive Samples
TV :30
CISCO HOMEPAGE
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
71 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

14. Cisco
Cloud With Confidence
Q2 Competitive Samples
PRINT
DIGITAL
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of
72 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.