AT&T to energize its mobile branding

AT&T announced several marketing initiatives that aim to refocus the AT&T brand as "mobility-centric." The first campaign kicks off today and is called "Your Seamless World," which features mobility services and situations for both consumers and corporations. Wes Anderson, director of "The Royal Tenenbaums" and "The Life Aquatic with Steve Zissou" will direct six new TV spots for the campaign. The spots are called: College Kid, Reporter, Mom, Architect, Actor and Businessman.

The second campaign launches on September 24: The carrier plans to launch an interactive website called "Digital World" to create avatars that can be posted on other social networking sites.

Lastly, AT&T is taking a page from its old carrier brand, Cingular, by making orange a "new primary corporate color." The new logos will still be blue, but orange will take on a larger role in corporate branding moving forward.

For more on the initiatives:
- read this press release from the carrier