U.S. Cellular Sends $40 Million Creative Account to Leo Burnett

The mobile network operator had worked with MullenLowe since 2012

Photo of a building with the U.S. Cellular logo on top
U.S. Cellular spent nearly $44 million on media last year, according to Kantar Media. U.S. Cellular
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Last month, mobile network operator U.S. Cellular named Leo Burnett as its lead creative agency, expanding its partnership with the agency while ending its relationship with MullenLowe.

MullenLowe took over the creative account in 2012, following a review that included incumbent Riney. Its work for the brand included a seven-hour pre-roll ad of grass growing in 2016.

“U.S. Cellular has had a rewarding and productive eight year relationship with MullenLowe and we are most appreciative of their contributions to our business within a demanding category,” a U.S. Cellular spokesperson said in a statement. “We have selected Leo Burnett to be our lead creative partner for the next phase of our journey.”

U.S. Cellular spent nearly $44 million on media last year, up from a little over $40 million in 2018, according to Kantar Media.

This week, MullenLowe went through a round of layoffs across its Boston, New York and Los Angeles offices that impacted an estimated 15% of its workforce. Last September, MullenLowe picked up creative duties for health insurance provider Humana.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.