OKRP Named AOR for Metro by T-Mobile

By Kyle O'Brien 

Metro by T-Mobile, a top prepaid wireless brand, has named OKRP as its agency of record following a review managed by ID Comms.

OKRP is charged with helping to drive sales of Metro’s growing selection of prepaid services from its phone, internet and bundled features. It will also build and expand Metro’s advertising directed to diverse audiences, charged with developing campaigns promoting new services, plans and offerings from Metro. It will include work created specifically for Hispanic and multi-racial audiences.

“We knew we had to do our homework to really understand Metro and its customer—and owe a lot to the team at Metro for being partners before they were clients,” said Nick Paul, president of OKRP in a statement. “We’re proud of our collective result and can’t wait to get it out in the world.”


No numbers were disclosed about the contract, but COMvergence stated that the estimated spend for the brand in 2022 was $77 million offline plus $53 million in digital for a total of $130 million.

To help land the account, OKRP did extensive ethnographic research on Metro’s customer base—visiting Metro retail outlets throughout the country and opening customer accounts to better understand the brand and its value. The teams at Metro and OKRP are currently developing one of the ideas presented during the review to have ready for market within the next few months.  

“Metro by T-Mobile continues to lead the charge in the prepaid category by delivering consumers the best value, and differentiation is at the forefront of this success. As the business grows, we’ve reviewed agency relationships to explore new ways to set our brand apart,” said Peter DeLuca, chief creative officer and svp at T-Mobile in a statement. “We’ve heard from some exceptional teams throughout this process and are grateful to all who participated. Congratulations to the bold, creative team at OKRP on this well-earned opportunity.”