T-Mobile Partners With WPP's Essence and Takes Some Media Planning and Buying Duties In-House

Brand's media AOR Blue 449 of Publicis Groupe will be affected


T-Mobile said in an internal email acquired by Adweek today that it is taking “some key responsibilities” related to its media strategy, search and analytics in-house and has formed a new partnership with WPP’s Essence to help.

In the email to staff, Nick Drake, the telecom giant’s executive vice president of marketing and experiences, said the decision will not affect T-Mobile’s longtime creative agency of record, Publicis Seattle. It will, however, strip its media agency of record, Blue 449, of certain duties.

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