T-Mobile launches review for part of its creative business

T-Mobile has launched a review for part of its creative account, Ad Age has learned. The wireless provider issued a request for information to agencies focused on strategic brand positioning, sponsorship, radio, digital and Hispanic marketing for the U.S. The work under review is now held by Publicis Groupe and Saatchi & Saatchi, according to a company spokeswoman. “Assessing and reviewing key partners is something we do regularly—it’s part of our normal course of business,” said the spokeswoman. “To remain disruptive in our storytelling, we continually look at our investments to ensure we’re reaching consumers with the most relevant brand content.” Ad Age Leading National Advertisers 2023 Ad spending, rankings and analysis for the biggest marketers and brands Enter here The review does not include national brand TV advertising handled by Panay Films, she said. Panay created two splashy Super Bowl commercials for T-Mobile earlier this year. One ad featured John Travolta reprising his role as Danny Zuko from the movie “Grease” alongside Zach Braff and Donald Faison. Another spot featured outtakes from Bradley Cooper and his mother attempting to film a T-Mobile ad. Consultant ID Comms, which didn't immediately respond to requests for comment, is believed to be handling the review. Saatchi & Saatchi did not respond to calls for comment. In April, Metro by T-Mobile named OKRP as its U.S. creative agency of record, an account that had been handled by Saatchi. In 2021, T-Mobile moved its business from Publicis Media, naming IPG's Initiative as its U.S. media agency of record. Earlier this year, Saatchi & Saatchi posted a job opening for an executive creative director on its T-Mobile account, which is mainly handled out of Seattle. 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. In March, T-Mobile acquired Ka’ena Corporation and its subsidiaries and brands, including Ryan Reynolds' Mint Mobile and Ultra Mobile.

T-Mobile launches review for part of its creative business

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