Balancing Brand Experience with Business Needs Proves Successful

ATLANTA - March 25, 2014 - PRLog -- AT&T (http://www.att.com/) continues to prove itself as an innovative leader (http://www.att.com/gen/general?pid=20351) with its digital content and retail locations, earning two Gold Content Awards at the Digital Signage Expo’s (http://www.digitalsignageconnection.com/11-gold-content-awards-handed-out-dse-888?utm_source=twitterfeed&utm_medium=facebook#category10) 5th Annual Awards Dinner on Wednesday – one each in the Multi-Platform and Retail categories.

AT&T combined forces with Atlanta digital marketing firm MaxMedia (http://www.maxmedia.com/) to produce its award winning in-store digital content that enhanced architecture and experience while reflecting the values of AT&T’s products and services rather than features. The winning campaigns focused on balancing brand experience with business needs while communicating AT&T’s mantra: “It’s what you do with what we do.”

As consumers’ attention spans and brands’ storefronts continuously shrink, successful digital marketing is becoming increasingly difficult. AT&T and MaxMedia address this modern-day issue by creating digital displays that complement the products and services rather than distract from them.

“I am so proud of my team and the great agencies we work with,” said Karin Fazzio, Lead Sr. Manager, Digital Content – Retail for AT&T. “Specifically, MaxMedia has really raised the bar on where we’ve taken our retail content as evidenced by the recognition we received this evening against some tough competition.”

Three independent panels judged the Apex and Content Awards for 2014 winners on the basis of originality in content applications developed, and out of 89 entries in 11 Content Award categories, AT&T and MaxMedia won gold in two categories: multi-platform and retail. The content MaxMedia created for the AT&T Store of the Future (http://youtu.be/u7QfbB-LFt4) won gold for multi-platform category, and the content MaxMedia created for AT&T Michigan Ave. Flagship Store Lifestyle Walls (http://youtu.be/irfJ7QXq498) won gold for the retail category. Each campaign’s content emphasized style, color and personal expression and aided in the expansion of customers’ experience.



“Working with AT&T has been exhilarating. The team is constantly trying to take customer experience to the next level, and we are consistently devising new ways to keep customers king in the AT&T stores across the country,” said Jeff Doud, executive creative director at MaxMedia. “Winning these awards affirms AT&T’s strategy of ensuring a satisfying customer experience means understanding the balance of brand experience and business needs.”

The “Store of the Future” design has already been installed in several AT&T stores across the country, and the goal is for each newly opened store to follow suit. Customers visiting the new stores will find interactive digital displays, replacing the printed brochures and in-store posters. These displays will show targeted messages relevant to the local community.

About MaxMedia          http://www.maxmedia.com/

MaxMedia is an integrated digital marketing agency focused on delivering a unified brand experience across multiple platforms and digital channels – environmental display, computer, smartphone, tablet and TV.

Founded by Keehln Wheeler, MaxMedia helps clients, such as AT&T, The Home Depot, The Weather Channel and Verifone, shape their digital ecosystem to create long-term value and entice users to interact with their content.

The firm’s digital services extend across five disciplines: Customer Experience Strategy, Creative Design, Motion & Display, Data Science and Technology. To accomplish its unified approach, the team leverages its diverse capabilities in brainstorming, planning and delivering a unique experience for its clients and their customers.

About Digital Signage Expo
Digital Signage Expo, held at the Sands Expo & Convention Center, Las Vegas, NV, USA, is the world’s largest and longest running conference and trade show exclusively dedicated to the digital signage, interactive technology and digital-out-of-home (DOOH) industries. Launched in 2004, DSE was the first event dedicated to the digital signage market and has been a significant contributor to the growth of this fast-paced industry. Professional end user attendance represents decision-makers from key industry categories such as retail, restaurant, healthcare, education, hospitality and transportation, as well as other key stakeholders, including advertising executives, brand marketers and systems integrators.

Over 200 exhibitors feature technology and services including hardware, software, network, delivery and content from around the globe. DSE also offers the largest and most diversified digital signage and digital out-of-home educational program anywhere in the world, with more than 125 educators and the largest variety of educational opportunities, including a live installation tour and structured curriculum leading to professional re-certification in seven educational tracks. The 2015 program will be comprised of pre- and post-show educational events, general conference seminars, as well as targeted Industry Roundtable Discussion Groups and free presentations staged in on-floor theaters.