T-Mobile appoints Dentsu Creative as its lead creative agency in the US

T-Mobile has named Dentsu Creative its U.S. lead creative agency following a review first reported in June. The account was previously held by Publicis Groupe’s Saatchi & Saatchi, a spokeswoman from T-Mobile confirmed. Interpublic Group of Cos.’ Deutsch LA was a finalist in the review, according to an agency spokeswoman. Saatchi & Saatchi declined to comment. The review did not include national brand TV advertising handled by Panay Films, which has created multiple Super Bowl commercials for the carrier. VML, which also pitched for the U.S. creative business, will maintain its CRM and influencer business with T-Mobile, according to a spokeswoman for the WPP agency. T-Mobile US spent $2.3 billion on advertising in 2022, according to its annual regulatory filing. T-Mobile US, which is majority owned by German telecom firm Deutsche Telekom, was the 20th largest U.S. advertiser in 2022, according to the Ad Age Leading National Advertisers 2023 report. Dentsu Creative’s U.S. and Hispanic LATAM Chief Creative Officer Rafael Rizuto will lead creative on the account. “As our brand has evolved—from the underdog to now the network leader—it’s more imperative than ever that we continue to put the customer at the center of everything we do to ensure we deliver the most relevant and creative content and experiences,” said Mike Katz, president of marketing, strategy and products at T-Mobile, in a statement. “Dentsu Creative has set the bar high with their strategic, customer-centric approach and fresh ideas to help T-Mobile as we begin telling the next chapter of the Un-carrier story.”

T-Mobile appoints Dentsu Creative as its lead creative agency in the US

Featured Stories