/// First Mover: Mike Welch

October 1, 2012  |  Media Week

Specs Age 43 New gig President, AT&T AdWorks Old gig Vp of sales, Southwest region, AT&T Advertising Solutions AdWorks , AT&T’s multichannel ad network, plays in three of the big media—TV, online and mobile—to help advertisers run integrated multichannel campaigns, something that more and more brands are looking to do. What’s your big focus going to be over the next six to 12 months? It’s still very nascent, but we’re very focused on mobile. We’re working on a pretty cool new ad unit called Click-to-Fill. A consumer, if they opt in, with one click can populate a request for information with their AT&T billing data. So you can say, “Send me a coupon, send me more information, enter me into a drawing.” That’ll be a very simple way for people to engage with a mobile ad unit. We’re focused on innovation, and that’s an innovative ad unit we think will have some play in the market. You took over as president of AT&T AdWorks when the group was folded into AT&T Home Solutions, which houses U-verse TV, broadband Internet and landline phone services. Did you have to address any concerns regarding the reorg? I didn’t have to say much. Aligning within Home Solutions was the right thing for us because Home Solutions ultimately is focused on the end consumer, and that’s what advertising is ultimately all about

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First Mover: Mike Welch



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