A company release states that the campaign reresents AT&T's first integrated program since Dave Dorman became chairman last year, and is the first major branding initiative launched since the spinoff of the company's wireless and cable units.

Ads have started appearing across a broad array of media, including US and global print publications, network television, online and billboards. Speaking on the initiative AT&T chairman Dorman said, "Most people have traditionally associated AT&T with leadership in the telecommunications industry. The reality is, we've matched our world-renowned network strengths and expertise to our customers' changing needs and innovative technology to become a premier networking company.

"We deliver bundled communications to our residential customers and sophisticated networking services and solutions to our business customers globally. The campaign is our boldest and most visible statement yet of the company's transformation from a telephone company to the industry's leading provider of communications services and networking solutions".

The business campaign profiles AT&T as the world's networking company. It asks its business and government customers: "Can Your Network Do This?" The ads highlight the importance of networking to companies' overall success and illustrate how AT&T is delivering sophisticated networking solutions to meet business customers' needs. Using a binary theme, both the print and broadcast ad executions emphasise the importance of networking technology to businesses. The first two televisions ads Rain and Many Forms demonstrate how networking propels people, products and entire economies forward.

Rain demonstrates the power of networking as it brings a frozen world without networking to life in the form of digital rain touching people and employees living and working across a range of geographies, industries and occupations. In Many Forms the binary code takes on the attributes of the network itself, one second portraying "The Thinker," the next a hand wrangling a tornado away from a city skyline..