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T-Mobile Names IPG's Initiative as US Media Agency of Record

The appointment follows a review in the wake of the Sprint merger last year

t-mobile and initiative logos on a bright pink background — T-Mobile previously worked with Horizon, Spark Foundry and Essence.T-Mobile, Initiative

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T-Mobile will have a new agency partner to handle its media buying and planning in the U.S., ending relationships with three incumbent holding companies in the process.

The mobile carrier appointed IPG’s Initiative as its U.S. media agency of record following a media review led by ID Comms, which T-Mobile launched last year in the wake of a merger with Sprint.

“Now that Sprint is part of T-Mobile, we’re operating on a bigger scale and taking on bigger and bolder goals.