AT&T and Carrot Top - Fiction by David Eames-Harlan

AT&T and Carrot Top
by David Eames-Harlan

On October 24, 2001, AT&T consolidated it’s consumer advertising account with Young & Rubicam. Y&R previously split the this account with Foote, Cone & Belding. FCB’s contract, which expires at the end of the year will not be renewed and Y&R will take over FCB’s previous responsibilities.

AT&T Consumer spokesman Mark Siegel said that the move was economic, commenting that “We want to make the most efficient use of our advertising and marketing dollars. We certainly recognize and appreciate all the work FCB has done for AT&T Consumer.”

While no further comment was forthcoming from either AT&T or FCB, we have learned through sources inside AT&T the real red-headed reason FCB got booted. The following e-mail thread was provided to us by our sources:

To: Walter Hansen
From: Robert K. Martel
Date: Sunday, 14 October 2001, 21:35:01
Subject: Consumer: 1-800-CALL ads

Walt,

Maybe because I trust the brand managers in the business units so much to preserve our brand equity, I feel like I don’t need to see every TV ad before launch. But I had a free hour this Sunday and I sat down to watch part of a Giants game. And I should be happy to say I saw a new 800-CALL spot. But I’m not. Why?

Because I’m trying to figure out how that strange red-headed guy fits into our brand profile. I’m trying to figure out how that strange red-headed guy will sell this key service. I’m trying to figure out how I would explain to Armstrong or even Betsy that that strange little red-headed guy is going to help us gain the six points of share against MCI that you’ve promised us in this service sector.

Who is that strange little red-headed guy and why is he spending minutes a day in front of millions of Americans standing next to my logo?

Robert K. Martel
EVP PR, Brand Management and Comms
AT&T

To: Robert K. Martel
From: Walter Hansen
Date: Monday, 15 October 2001, 07:15:45
Subject: RE: Consumer: 1-800-CALL ads

Richard,

FCB did extensive front-end research for these ads. The market is heavily teen and young adult. They tend to be less affluent and less educated. When the team at FCB started the creative work on this campaign, they discovered that the key demographics were responding to in your face action – people being confronted by recognizable faces telling them how to make a phone call.

The concept of saving their grandma, mom, or girlfriend’s father money didn’t get anywhere in message retention studies. But the number was retained when it was associated with a face that the demographic recognized. FCB assured us that as long as the number was retained, it would get used by our target. So actual value message retention became a secondary factor for these ads.

As the campaign developed, we discovered that the more bizarre the ads got with our original talent (David Arquette) the better the retention numbers were for the dialing method.

When we began to plan phase two, FCB took the next logical step and found an even more recognizable (to our demographic) and bizarre talent and put him in even stranger situations. The ads have tested well. The retention numbers are through the roof and our demo finds them very funny and entertaining as well.

They should drive share well. I know that hasn’t proven out well with phase one, but we’re confident that these ads will change our flat share trend.

Yours,
Walt

Walter Hansen
Director, Advertising Strategy and Planning
AT&T Consumer

To: Walter Hansen
From: Robert K. Martel
Date: Monday, 15 October 2001, 19:13:20
Subject: RE: RE: Consumer: 1-800-CALL ads

Walt,

Okay. Research is good. Targeting creative to our demographic is good. Pretty basic.

But do you realize that you said that FCB DISMISSED THE NEED FOR OUR AUDIENCE TO RETAIN YOUR PRIMARY MESSAGE? And they based the success of this ad solely on the appeal of the strange red-headed guy? (What is his name anyway?)

Your argument boils down to this:

1. Demo likes strange red-headed guy

2. Strange red-headed guy associates himself closely with “800 CALL ATT”

3. Demo remembers “800 CALL ATT”

4. Demo uses “800 CALL ATT”

That’s what you’re telling me. I’ll take them in reverse order.

4. You’re arguing that the service will get used simply because they remember the number – FCB sold you on making the value message secondary. Okay. I’ve never liked “messageless” advertising, but we’ve seen it work in the past (Apple in the 80’s, VW in the 90’s) I’ll give you the benefit of the doubt here, but I hope you’re right about this.

3. FCB research showed that the strange red-headed guy could force retention of the number? Seriously?

2. You will actually stand across the desk from me, look me straight in the eye and say you want to associate any AT&T service with that character?

1. You cannot seriously believe that any large group who we would actually want as our customers would LIKE that strange red-headed guy.

I’ll ask this again: how does this fit in the overall AT&T brand profile?

Robert K. Martel
EVP PR, Brand Management and Comms
AT&T

To: Robert K. Martel
From: Walter Hansen
Date: Tuesday, 16 October 2001, 06:15:45
Subject: RE: RE: RE: Consumer: 1-800-CALL ads

Richard,

The strange red-headed guy’s name is Carrot Top.

I’ll get with FCB and confirm their research and guidance from an overall brand perspective. More later today.

Walter Hansen
Director, Advertising Strategy and Planning
AT&T Consumer

To: Walter Hansen
From: Robert K. Martel
Date: Tuesday, 16 October 2001, 07:43:20
Subject: RE: RE: RE: RE: Consumer: 1-800-CALL ads

Walt,

I wanted the talent’s name. Not the name of the character in the script. I want to ask my nephew if he’s ever heard of him.

I’ll be anxious to hear the “wisdom” from FCB.

Robert K. Martel
EVP PR, Brand Management and Comms
AT&T

To: Robert K. Martel
From: Walter Hansen
Date: Friday, 19 October 2001, 16:15:45
Subject: RE: RE: RE: RE: RE: Consumer: 1-800-CALL ads

Richard,

Just got out from the FCB meeting. They said their brief didn’t cover overall branding issues. They were focused on the service message. They stand by their research and retention numbers.

They’ll get back to me with a brand impact analysis.

Carrot Top is actually the talent’s name. He’s a fairly well-known comedian.

Walt

Walter Hansen
Director, Advertising Strategy and Planning
AT&T Consumer

To: Walter Hansen
From: Robert K. Martel
Date: Saturday, 20 October 2001, 10:43:20
Subject: RE: RE: RE: RE: RE: RE: Consumer: 1-800-CALL ads

Oh for fuck’s sake, that can’t be his name. Aren’t you embarrassed to have him fronting one of your key products? I can tell you the more I think about it, the more embarrassed I become. Abby Kohnstamm at IBM or Mitch Matthews at Microsoft would never let a character like that stand next to their logos.

And FCB’s brief ALWAYS covers overall branding issues. You and I are going to talk about this further. Get on my calendar.

One final question. And I want an answer that’s a direct quote from FCB. What characteristics about Carrot Top appeal to our key targets?

Robert K. Martel
EVP PR, Brand Management and Comms
AT&T

To: Robert K. Martel
From: Walter Hansen
Date: Monday, 22 October 2001, 13:55:45
Subject: RE: RE: RE: RE: RE: RE: RE: Consumer: 1-800-CALL ads

Richard,

Quoting directly from an e-mail from Otto at FCB:

His appeal isn’t really about personal characteristics. He’s got a holistic appeal that smacks of reverse psychology. You and I know he’s strange and doesn’t make a lot of sense, but the kids love him.

It’s like Jerry Lewis and the French. It’s impossible to explain.

We’re on for tomorrow morning at 10:30.

Yours,
Walt

Walter Hansen
Director, Advertising Strategy and Planning
AT&T Consumer