T-Mobile launches social media agency review

T-Mobile has initiated a social media agency review for its T-Mobile and Metro by T-Mobile brands, the company confirmed to Ad Age. The telecommunications brand’s social media work is currently handled by a variety of agencies on its roster, including Dentsu Creative and VML. T-Mobile named Dentsu Creative as its U.S. lead creative agency in January. Publicis Groupe’s Saatchi & Saatchi previously held the creative account. VML handles the brand’s CRM and influencer business. T-Mobile declined to clarify if these agencies would continue working on social media once its review is complete. It also declined to share its timeline for the review or which agencies are being considered. “We regularly review agency relationships and investments as a part of our normal business planning,” a T-Mobile spokesperson said. “We look forward to finding the right partners to help us best connect with consumers in meaningful ways across all our brands in social.” Check out the latest Ad Age events and award programs A recently launched T-Mobile campaign features streamer Kai Cenat and Snoop Dogg analyzing Kansas City Chiefs quarterback Patrick Mahomes’ movement through a T-Mobile store to get a new iPhone 16 Pro. The brand also featured Snoop Dogg and Cenat on its social channels. @tmobile @Kai Cenat @Snoop Dogg ♬ original sound - T-Mobile In July, T-Mobile featured 1-year-old Kate Wise, AKA the “fully conscious baby,” in a post in which Wise dons a tuxedo to give a presentation to her family on the brand’s Magenta Status rewards program. @sobrizzle VIP Status? Check ✅ @T-Mobile☝🏼💼 #TMobilePartner ♬ original sound - Stefanie O’Brien The T-Mobile brand spent $617 million on U.S. measured media during the first half of 2024 compared to $1.1 billion during the entirety of 2023. The Metro brand spent $133 million on U.S. measured media during the first half of 2024 compared to $161 million last year, according to Vivvix, including paid social data from Pathmatics. The brand declined to state the size of its social media account in billings. Rivals have ramped up their social media efforts. In August, Verizon was the first brand to partner with demure beauty creator Jools Lebron on sponsored social content that came together in just four days. It hired influencer agency Poster Child to help broker the partnership with Lebron—which was the agency’s “first of many collaborations for Verizon,” Leslie Berland, the brand’s chief marketing officer, told Ad Age.

T-Mobile launches social media agency review

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