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LOS ANGELES — VoiceStream, the sixth-largest wireless-service provider in the U.S., is breaking an estimated $100 million campaign this week starring new spokeswoman Catherine Zeta-Jones.
The effort, from Seattle-based Publicis in the West, rebrands the company as T-Mobile. The name change follows Deutsche Telekom’s acquisition last year of VoiceStream and Powertel. The client’s tagline, “Get more from life,” remains.
Zeta-Jones, who replaces Jamie Lee Curtis, appeals to a younger audience, said client svp of brand marketing John Clelland.
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