Consumer Cellular Overhauls Agency Roster, Awarding $50M Media Business to Brainlabs

The brand's CMO is revamping its internal marketing organization and striking new partnerships

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After a 10-week long review, Consumer Cellular awarded its $50 million retail media, paid search and paid shopping business to the full-service, independent agency Brainlabs.

Instead of a traditional RFP, the brand sent out an RFI and proposal, kicking off a relatively speedy two-round review process. The business moves out of incumbent agencies Performics and Rain The Growth Agency.

Consumer Cellular declined to disclose to Adweek which agencies pitched the business across various categories. The brand did confirm Brainlabs competed in the review with the account’s incumbent and four other agencies, a mix of independents and holding company players.



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