T3's Quick Thinking Won Over Nortel

The Think Tank, better known as T3, was able to parlay a series of Nortel assignments into the entire $15 million account because the shop proved it is tech-savvy and can handle the fast-paced nature of the telecom market, a client exec said.

“The telecommunications category by its nature is very fast-paced and dynamic, and requires flexibility and speed to market,” said Bruce Horner, director of global branding and advertising at Nortel.

T3, a 15-year-old Austin, Texas, independent, built its relationship with Nortel from a single interactive project it picked up in January, adding assignments that included online creative and media buying two months later.