T-Mobile Names Dentsu Creative Its Lead Agency for Brand Strategy

The telecom firm sought help with sponsorship, differentiation, digital, audio and Hispanic audiences

Five days into 2024, T-Mobile made what could be one of the biggest account moves of the year by bringing in Dentsu Creative as its lead agency for brand strategy.

T-Mobile launched its review in June 2023 for work previously covered by Publicis’ Saatchi & Saatchi. The review honed in on agencies that could help out with sponsorship, differentiation, digital, audio and Hispanic audiences.

T-Mobile procurement took the lead on the seven-month review, with ID Comms providing support throughout the process.

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