WarnerMedia
A Smarter Way
When AT&T acquired Turner, I defined the go-to-market voice and strategy for a brand-new company: WarnerMedia.
Company
WarnerMedia (formerly Turner)
Parent company
AT&T
My role
Corporate Messaging Lead Strategist
Connecting the dots
My role
When AT&T announced its acquisition of Turner Broadcasting, it was a pivotal moment for both companies. As Turner’s corporate messaging lead strategist, I got to define the go-to-market voice and strategy for the new company, WarnerMedia. The samples below are a taste of the voice and vision I helped shape.
My approach
The strategy and messaging were anchored in one idea: “A Smarter Way.” It highlighted the tremendous value the newly combined company offered its partners and advertisers.
Why it worked
With incredible content and data behind it, WarnerMedia really was the smarter choice. The new brand direction had major legs, stretching into TV spots, magazine spreads, and even a smoothie truck!
The platform
A smarter way to find your audience.
A smarter way to connect to what matters most.
A smarter way forward.
The work
Email, social, print, OOH, and experiential, all in one voice. It showed up everywhere from an Adweek spread to the Madison Square Garden marquee to a smoothie truck rolling through Manhattan.
A lot of brands, one voice
WarnerMedia brought some of the biggest names in entertainment and news together under AT&T. One voice had to speak for all of them.
Taking the stage
“A Smarter Way” made its debut at WarnerMedia’s first-ever upfront, on stage at Madison Square Garden.
After the merger
The team sizzle
Post-merger, I moved to WarnerMedia’s product marketing team. To show the company what our team could do — and what we promised to deliver — I made this sizzle reel. I wrote, edited, and produced it myself.