AT&T
In 1906, Ayer was commissioned by the Mutual Life Insurance Company of New York to create an advertising campaign for AT&T Corp. The goal was to encourage the company's popularity with customers. Ayer's successful campaign began with the AT&T ad Twenty million voices, appearing in June, with four more appearing in the following months. Due to the campaign's success, AT&T made Ayer its main advertising agency. This relationship continued until the 1970s and became one of the oldest advertising relationships in America.
Ayer created the slogan Reach out and touch someone, one of AT&T's most successful ads, coined in 1979 by Tony Galli and Stanley Lomas; music was composed by David Lucas. Galli's original phrasing was: To communicate is the beginning of understanding. Reach out and touch someone.
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