T-Mobile Opens Up About Why It Chose Initiative in 2021 Media Agency Review

The carrier's media leader Kari Marshall shares why she selected Adweek's 2023 Global Media Agency of the Year

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Publicis Media handled T-Mobile’s large offline media account for years before the carrier merged with Sprint in 2020. The merger triggered one of the year’s largest and most discussed media agency reviews, with agencies for both telecom companies competing alongside others for the $2 billion business.

In the end, the carrier severed relationships with all its incumbents and selected IPG Mediabrands agency Initiative as its U.S. media agency of record.

The review began in September 2020 following the carriers’ merger



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