CLIENT
Verizon Wireless
Cathie McCloskey, Associate Dir. of Brand/ Mass
Mark Allocco, Manager of Brand/ Mass
John Stratton, CMO/ VP of Marketing
Marvin Davis, VP of Advertising
David Bowen, Dir. of Advertising- General Creative
Steve Fox, Associate Dir. of Advertising - Media
AGENCY
Thom Gruhler, EVP Group Managing Dir.
Bill Webster, SVP Group Dir.
Steve Ohler, EVP- Executive Creative Dir.
Joyce King Thomas, Chief Creative Officer
Brian Hanley, SVP- Group Media Dir.
Tammy Hwang, SVP- Group Dir. Strategic Planning
Universal McCann
SUMMARY
In the midst of price and minute wars as well as the onset of wireless portability, Verizon Wireless' goal was to grow their existing customer base and reduce churn. To accomplish this, Verizon Wireless differentiated the mobile-to-mobile offering by branding the benefit and creating a sense of movement: Are you in? As a result, Verizon Wireless experienced an industry-leading first quarter record net new customers, which led to record first half sales. They also added more subscribers than AT&T Wireless, Nextel, Cingular and Sprint PCS combined; further they reduced churn to the lowest in the industry.
