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T-Mobile is jumping on the bandwagon of marketers tapping creative agencies beyond their agencies of record by adding Droga5 to its roster.
T-Mobile confirmed the move. "Publicis is our agency of record and we have a roster of agencies that support our brand across the business. We have recently added Droga5 to support work on some creative and digital projects for us that will launch later this spring, " said Trish Cox, VP-national advertising and brand at T-Mobile, in a statement.
It isn't immediately clear whether Droga5 will remain on the roster long term, or what the forthcoming work will entail. It also remains to be seen whether Droga5 will pick up duties that other agencies currently work on.
Recent work from Publicis includes a spot featuring Aaron Paul promoting the company's relatively new Binge On program, which allows some users to stream video from Hulu, Netflix and HBO without using their wireless data plans. The company, along with its competitors, has been aggressively discounting plans in hopes of luring away customers from other carriers.
T-Mobile has also taking to trolling Verizon, encouraging people on social media to join a "Drinking Game" for those listening to Verizon's earnings call today, encouraging listeners to drink anytime the company used words like "millennials."
Deutsche Telekom, which owns T-Mobile, spent about $697 million on U.S. measured media in 2014, according to Kantar Media. The company spent about $174 million on sibling brand MetroPCS.