How AT&T tied ‘brand love’ to customer growth: 60% higher sign-ups and 3x lower churn | Fortune0

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• August 14, 2026

When Kellyn Smith Kenny joined AT&T as CMO in November 2020, she joined a company whose identity was about to change dramatically. AT&T had spent years expanding into entertainment, including its $85 billion acquisition of Time Warner, and owned satellite television provider DirecTV. By the time Kenny arrived, that strategy was giving way to a