Publicis, WPP lose $2.3 billion T-mobile U.S media account
Global creative agencies, Publicis and WPP have lost telco giant, T-mobile’s U.S media account.
The two creative powerhouses and Horizon Media were incumbents on the lucrative account until a review in September, 2020. Interpublic Group subsidiary, Initiative, was awarded the media account following the completion of the pitch process.
According to reliable industry source, the mobile communications conglomerate spent $2.3 billion on measured media in the U.S. in 2019. The review which was managed by ID Comms, also included the new acquisition to T-mobile’s business, Sprint.
Commenting on the new deal, T-Mobile stated that its recent consolidation drive underscores the need for the account review. The global telco noted that T-mobile was awarded the media account after a highly competitive pitch process
“Now that Sprint is part of T-Mobile, we are 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 WPP’s Essence, Horizon Media and Publicis Media.
Initative and Publicis Media were the finalists, says one person with knowledge of the situation.
T-Mobile is the brand name used by the mobile communications subsidiaries of the German telecommunications company Deutsche Telekom AG. The brand is active in Netherlands, Poland, Czech Republic and the United States
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