AT&T- portability

May 93- keep 800 number and switch it from company to company

Focus groups consisted of 800 members to find out the hot numbers

Became MCI agency and advertised for them.

Boston- 3200 business executives, small, medium, large

Present what there advertising, and what competitors were advertising, compared

Anticipate what key competitors would do and preempt their expectations and counteract

Proactively protection- proved why theire the best

Rail road split off to show they get redirected when line is blocked

22 commercials, cheaper, more efficient

Invented new system- reliability is strongest claim

Keep uppin the anti that AT&T was better then anyone out there

Never miss a call guarantee- re-rout in less then a minute

Hundreds of millions of dollars gained due to success