During the National Football League season, it partnered with Kansas City Chiefs quarterback Patrick Mahomes to blitz official NFL sponsor Verizon. Those spots also connected one of U.S. football’s biggest stars to broadcasts of the Liga MX soccer league that T-Mobile sponsors in Mexico through TelevisaUnivison—which also provides T-Mobile customers free subscriptions to its ViX+ Spanish-language streaming service.
From teaming up with the PGA of America to reach golfers to placing its name on sports facilities in Seattle; Las Vegas; Kansas City, Mo.; and San Juan, Puerto Rico, T-Mobile has used its sponsorship strength to reach multiple corners of the consumer landscape.
Under the leadership of Rafael Rizuto—Dentsu Creative’s chief creative officer, U.S. and Hispanic LATAM—Dentsu Creative plans on using “disruptive positioning, creative storytelling, social, performance and cultural fluency” to help T-Mobile grow among a new generation of customers.
“As our brand has evolved—from the underdog to now the network leader—it’s more imperative than ever that we continue to put the customer at the center of everything we do in order to ensure that we deliver the most relevant and creative content and experiences,” said Mike Katz, president of marketing, strategy and products at T-Mobile. “Dentsu Creative has set the bar high with its strategic, customer-centric approach and fresh ideas to help T-Mobile as we begin telling the next chapter of the Un-carrier story.”
Momentum for Dentsu Creative
It has been a whirlwind 18 months for Dentsu Creative. After the holding company consolidated DentsuMB, Isobar and 360i into Dentsu Creative, a number of key leaders departed or were forced out of the company, including global CEO Wendy Clark, global CCO Fred Levron, Dentsu Creative U.S. CEO Paulo Fogaca and chief client officer Jacki Kelley.
Klaassen took the reins for Dentsu Creative from Fogaca, and Dentsu has significant new business momentum in the U.S. for the first time since the consolidation of its service lines. The agency won the social accounts for AppleTV+ and Walmart last year, Carat won media duties for Papa Johns, and now the T-Mobile win could be one of the most notable wins of 2024.
The agency also played a significant role in driving strong growth for Subway, and Dentsu helped 7-Eleven find new cultural cachet with car enthusiasts.
Source link
