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Big Fuel was named T-Mobile USA’s first social agency of record, beating Sapient Nitro and the Dachis Group in a competitive review for the business.
Previously, social media efforts were handled by T-Mobile’s corporate communications department. Big Fuel now takes the lead in development of T-Mobile’s overall social strategy: The agency will oversee the implantation of social media analytics; integration of social into existing MarCom efforts; brand-channel oversight; content development; and retail activation of social media.