T-Mobile Is Reviewing Its $1.6 Billion US Media Account

Incumbents Publicis Groupe, Essence and Horizon have been invited to participate in the process

As 2020 draws to a close, T-Mobile has launched a review of its U.S. media buying and planning business, in a process managed by IDComms.

The review follows the merger of Sprint and T-Mobile earlier this year, after years of regulatory hurdles.

“We continually review agency relationships to ensure our innovative and disruptive storytelling reaches consumers in the right, relevant ways,” T-Mobile svp, brand and marketing communications Peter DeLuca said in a statement. “Now that Sprint is a part of T-Mobile we’re operating at a much bigger scale—and also taking on bigger and bolder goals.

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