AT&T Marketing Exec Leaves Amidst Cingular Rebranding

The chief marketing officer of AT&T Inc wireless unit, Marc Lefar, has resigned voluntarily to “do something else”…although he’s going to take some time to work out what. “Lefar had played a key role in building up the Cingular brand name since he took the job in early 2003, including the absorption of the former AT&T Wireless brand into Cingular after they combined in 2004″ reports Reuters, and is possibly a little annoyed that AT&T has now decided to scrap the Cingular brand and revert back to AT&T Wireless. “One can hypothesize there have been turf battles as well as common sense, strategic battles,” about the rebranding, said Robert Passikoff, president of the Brand Keys consultancy.”