Dilemma
ONLINE VIDEO = THE REAL DEAL

ATT

AT&T [YP]

ONLINE VIDEO = THE REAL DEAL

ONLINE VIDEO = THE REAL DEAL

OBJECTIVE:

Lead strategic consultancy tasked with overhauling AT&T Interactive's subsidiary YP [Yellow Pages] brand positioning, online video practices and mobile integration in support of launching new daily deal product and driving overall revenue growth.

SERVICES

SERVICES

Took strategic lead in guiding both internal marketing teams and outside agencies on tagline rebrand, Youtube Channel overhaul and creative emphasis on mobile integration via copywriting and video initiatives.

Social + Mobile Consultant

Youtube Channel Strategy/ Online Video Creative

Corporate and Campaign Branding

Copywriting/ Screenwriting

RESULTS

RESULTS

"J.C.'s insights on generating branded content that effectively reflected core brand values prompted my decision to re-hire him to write scripts and map out campaign strategy for several viral video initiatives." -- Peter Kisich, Exceutive Director Marketing/ AT&T INTERACTIVE

Most Successful Product Launch based on Sign Ups

Scripts / Copy drove National Campaigns

Online Video powered 25% Traffic Increase

Thomson Reuters Top Global Innovators List