Verizon‘s aggressive ad campaign to belittle AT&T has found its way into court documents. The company apparently made a deliberate effort to use language that would translate well for a mainstream audience, rather than couching its response to AT&T’s complaint in traditional legalese. The gambit seems to have earned it a plummy PR payoff, so far. Does this suggest a new marketing role for attorneys?
“Between Verizon’s lawyers and its PR people, I would say the company is working this issue pretty well,” he said.
In many companies, lawyers and marketing departments have opposing goals, Testa continued, with the lawyers thinking defense and marketers thinking offense.
“Some corporate cultures are headed by marketers, some by lawyers. In this situation, it seems as though they are working hand in hand,” he remarked.
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