AT&T Switches Agency on ‘It Can Wait’ Anti-Texting-and-Driving Push
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AT&T’s “It Can Wait” campaign against texting while driving has generated good awareness but hasn’t significantly changed teenagers’ behavior, according to proprietary AT&T research obtained by Ad Age.
Now the mobile giant is trying to improve the results and moving responsibilities for the campaign to digital shop MRY from Omnicom creative giant BBDO, according to people familiar with the situation.
MRY, part of Publicis Groupe, won the assignment after competing in a
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pitch against agencies like independent digital shop Code and Theory and the hipster media-and-marketing empire Vice, in which WPP Group has a stake, the people said.
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