Verizon Representative Speaks About AT&T

As a journalism student, one of my final projects for this semester was to write a large story on the topic of my choice, and having at least one major source to interview. I chose to write about Verizon's recent advertisements and the Verizon/AT&T feud.

I had a chance to exchange emails with Jim Gerace of Verizon Wireless, the Vice President of Corporate Communications. He was nice enough to give me his thoughts on AT&T's lawsuit against Verizon's recent advertisements, and tell me how he felt Verizon was doing despite all this.

When I asked how he felt about Verizon's "anti-AT&T" advertisements, he was a bit taken back. I should have known better, since I had put a little bit of bias in that question. Gerace responded with

These advertisements are not anti-anything.  We have a longstanding reputation for quality service.  These ads illustrate that better by comparing our capability to our next largest competitor.  Think Coke and Pepsi.

Of course, we should all know that Verizon is only doing what other companies have and currently are doing: attempting to separate itself from the competition. I did speak with some Verizon customers, and I haven't heard many complaints about the service. Gerace's words hold true for the Verizon customers that I spoke with.

Competition between Verizon and AT&T has heated up to the point where AT&T filed a lawsuit for Verizon's "There's a Map for That" set of advertisements that were strikingly similar to AT&T's "There's an App for That" ads for Apple's iPhone. Gerace stated his, and perhaps Verizon's, thoughts in one simple sentence:

AT&T should be responding in the marketplace and not in the courtroom.

Yikes. Essentially, Gerace is challenging AT&T to come up with their own set of advertisements. Eventually, AT&T did, and if you haven't seen them yet, I'll summarize them up in two words: Luke Wilson. You can come up with your own conclusions.

Overall, Gerace appeared to be marketing Verizon to me, but I didn't really mind it. He insisted that Verizon was advertising the truth, and in no way wanted to show AT&T in a negative light. Right. All those advertisements about Verizon having more 3G coverage compared to AT&T doesn't show anyone in a negative light.

The overall message, Gerace told me, was that Verizon was advertising that they had quality service, and this message hasn't changed. Gerace hopes that non-Verizon customers will eventually become curious enough to test Verizon to see if that message holds true. I personally don't plan on switching to Verizon (since I've had T-Mobile all my life) but I'm sure that those planning on leaving their current cell phone provider are giving Verizon a small thought (unless of course they're leaving Verizon).

Now, as for AT&T, when I had contacted them and asked for a quick interview about this same topic, I was greeted with this email from Valarie Vargas, AT&T's Vice President of Advertising:

Unfortunately, I won’t be able to assist with your questions as this topic is currently subject to litigation.

I won't make any judgements here, but just take the time to ponder this. Verizon was able to let me speak with a representative of their company. AT&T refused to speak to me about the same subject. Remember when Jim Gerace told me that Verizon was known for quality service? Well, service doesn't just mean cell phone coverage. Quality service means caring about the customers and responding to their needs as well.

On a side note, I've seen a few blogs and other complaints about AT&T's customer service.

I won't make you assume anything, so I'll just present these two pictures to you. Based on the response I received from Verizon and AT&T over the issue of Verizon's advertisements, what do you think?

Here's the excerpt from my final project:

Advertisements in today’s business world shape a company’s image. Corporations work to build up their reputation and maintain good relationships with customers while utilizing advertisements. Verizon Wireless is one company that strives to meet these goals. However, the cell phone provider was reminded advertising not only shaped Verizon’s but also their competitor’s image as well.

Recent advertisements released by Verizon wireless state that the company provides more 3G service to its customers than rival AT&T. Verizon’s advertisements clearly mentioned AT&T’s name and implied that AT&T customers could be getting better service if Verizon was their cell phone provider. AT&T responded to the advertisements by filing a lawsuit against Verizon, claiming that the advertisements were false and misled the viewers.

Jim Gerace, a representative of Verizon, was shocked with AT&T’s initial response to the company’s recent advertisements. Gerace, the Vice President of Corporate Communications, saw the advertisement campaign as friendly competition, and did not think that AT&T was justified in filing a lawsuit.

“AT&T should be responding in the marketplace and not in the courtroom,” said Gerace. He stated that he would not mind if AT&T retaliated by releasing advertisements that addressed Verizon, as long as it was done without the need for a courtroom.

Gerace compared the rivalry between Verizon and AT&T to other major corporation rivalries, such as Pepsi Co. and Coca Cola. He saw no harm in taking small jabs at other competitors. “These advertisements are not anti-anything,” Gerace added, addressing criticism that Verizon’s marketing campaign was targeting AT&T by making claims that Verizon offered more 3G coverage compared to AT&T.  Gerace claimed that Verizon was being honest to consumers, and the advertisements were meant to bring a positive image to Verizon, not to show AT&T in a negative light.

Gerace said that Verizon’s advertisements have had the same message for years, telling consumers that Verizon had the best coverage in the United States. Gerace hoped non-Verizon customers would become aware of the message and consider switching from their current cell phone service provider. He believed that Verizon was gaining more customers due to the success of its advertising campaign.

“Our advertising has been effective because [it is] true,” Gerace concluded.

If you would like to see more of my tech content, you can check out my blog or YouTube Channel. 

-RJ

Comments

[Parker Loflin]

That was a great post! Normally, I don't read long things, but you kept this one interesting! I also liked your excerpt! :)