T-Mobile has selected Dentsu Creative as its lead creative agency in the United States. The T-Mobile account was formerly managed by Saatchi & Saatchi, part of Publicis Groupe, as confirmed by a T-Mobile spokesperson.

VML, which competed for the U.S. creative business, will continue overseeing T-Mobile’s CRM and influencer activities, as confirmed by a spokesperson from the WPP agency.

In 2022, T-Mobile US allocated $2.3 billion to advertising, as disclosed in its annual regulatory filing. As of the Ad Age Leading National Advertisers 2023 report, T-Mobile US, primarily owned by Deutsche Telekom, a German telecom company, secured the 20th position among the largest U.S. advertisers in 2022.

Rafael Rizuto, Chief Creative Officer for Dentsu Creative in the U.S. and Hispanic LATAM, will spearhead the creative efforts for the account.

Mike Katz, President of marketing, strategy and products at T-Mobile, said in a statement.“As our brand has evolved—from the underdog to now the network leader—it’s more imperative than ever that we continue to put the customer at the center of everything we do to ensure we deliver the most relevant and creative content and experiences. Dentsu Creative has set the bar high with their strategic, customer-centric approach and fresh ideas to help T-Mobile as we begin telling the next chapter of the Un-carrier story.”