T-Mobile has awarded its lucrative media account to Interpublic Group of Cos.' Initiative, following a review that kicked off last September.
According to Ad Age's Datacenter, the mobile communications conglomerate spent $2.3 billion on measured media in the U.S. in 2019. The review though, which was managed by ID Comms, also included its Sprint business.
“Now that Sprint is part of T-Mobile, we’re operating on a bigger scale and taking on bigger and bolder goals," T-Mobile Chief Marketing Officer Matt Staneff said in a statement. "As part of that, we reviewed agency relationships over the last few months. Our team heard from the best of the best and saw incredible thinking to help fuel our next phase of growth. We are grateful to those who took part and congratulate the team at Initiative for their well-deserved success!”
According to people close to the matter, Initiative was the only newcomer in the review, beating out incumbents GroupM's Essence, Horizon Media and Publicis Media. Initative and Publicis Media were the finalists, says one person with knowledge of the situation.