ATT JOEY CALLED

AT&T reached out and touched us with this vignette of an aging mother moved to tears by her grown son calling "just 'cuz I love you." Back then, "long distance meant bad news," says N.W. Ayer's Tricia Kenney. "We wanted to overcome that." She also cops to a more hard-nosed motive: "We were preparing for divestiture. AT&T was a monopoly, but there was competition on the rise." As in…MCI?