T-Mobile CMO Cole Brodman to Depart

Senior VP-Marketing Andrew Sherrard Will Fill Role While Carrier Searches for Replacement

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Cole Brodman
Cole Brodman

Weeks into a major brand refresh, T-Mobile's chief marketer, Cole Brodman, will leave the wireless carrier this month, according to the company.

Mr. Brodman, who has spent 17 years at the Deutsche Telekom-owned company, will continue to serve as strategic adviser, T-Mobile said in a statement. In an interview with The Wall Street Journal, Mr. Brodman called the move "a retirement from T-Mobile."

The carrier recently launched a major brand refresh that brings a harder, black-leather edge to its pitchwoman, known for her perpetual magenta dresses.

The "Alter Ego" campaign was intended to set a new course for T-Mobile after significant subscriber defections and regulators' derailment of AT&T's $39 billion purchase bid. T-Mobile remains the only major U.S. carrier without the favorite U.S. smartphone, iPhone. T-Mobile lost 802,000 contract customers in the fourth quarter.

In the first earnings call since the AT&T deal fell apart, President-CEO Philipp Humm said T-Mobile aimed to spend an additional $200 million in advertising in its comeback effort. The company spent $517 million in U.S. measured media last year, according to Kantar Media.

A spokeswoman told Ad Age that T-Mobile's current ad strategy remains unchanged and that more ads from the "Alter Ego" campaign could be expected. Publicis is T-Mobile's agency.

T-Mobile is conducting a search for a new CMO, according to a spokeswoman. Senior VP-Marketing Andrew Sherrard will take on the role in the interim.

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