160over90 | Agency Profile, Contacts, AOR, Client Relationships

• currently lead the work covered by the RFI.
• T-Mobile is specifically looking for agencies focused on strategic brand positioning, radio, digital, sponsorship, and Hispanic US marketing.
• The review does not involve national brand TV advertising, which Panay Films handles right now.
• We predicted T-Mobile would make additional roster shifts after earlier this year.
• The company will likely:
  • Continue pursuing influencer relationships; recent ads featured John Travolta and Bradley Cooper
  • Shift strategy
  • Return to higher spend
  • Conduct additional agency reviews
• Target demographic: 
  • A wide but male-skewed audience ranging from Gen-Z through Gen-X

Recent leadership shifts:

• The company named Vinayak Hegde as consumer CMO in January 2023.
  • He was once the CMO of Airbnb Homes and was most recently an advisor at Wheels Up.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, T-Mobile has spent approximately $132.8m on national TV commercials, 40% less than the approximately $222.1m spent within the same 2022 timeframe.
  • Last year: In 2022, the company spent around $395.4m on this channel after having spent 44% more, around $570.2m, in 2021.
  • 2023 ad programming: T-Mobile's 2023 commercials have targeted the male-skewed audience of shows such as NFL Football, NBA Basketball, The Voice, the 2023 NFL Draft, and Chicago Fire.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has allocated roughly $61.5m toward digital ads YTD, down 19% from the roughly $76.2m allocated by this point last year.
  • YTD data: Since the beginning of 2023, T-Mobile has earned ~6.5b digital impressions via YouTube (46%), Instagram (23%), Facebook (16%), desktop display (9%), mobile display (3%), desktop video (2%), and Twitter (1%) ads.
  • Last year: The company's estimated full-year 2022 spend reached $151.1m, 16% less than that of $178.9m in 2021.
• Additional channel insights  
  • T-Mobile utilizes Google Ads along with print, OOH, local broadcast, radio, digital, Facebook, Instagram, Twitter, and online video (via Youtube.com, Youtube IOS, and Youtube Android) ads.
  • The company sponsors podcasts such as The Herd with Colin Cowherd, Stuff You Should Know, Dateline NBC, The Joe Rogan Experience, and the Last Podcast On The Left.
  • T-Mobile invests in short-form DRTV ads.
    • It has incredibly highly distributed network TV coverage and will likely launch a new campaign in 60 days or so.
    • T-Mobile's top TV networks include GALA, FOXD, USA, TELE, and ESTV.

Additional agency insights:

• Opportunity: Reach out soon to participate in the creative review, and keep T-Mobile on your radar for additional reviews once this one concludes.
• Current agency roster:
  • ​​​​​​​​​​​​​​Digital AOR
  • AOR
  • Panay Films: National brand TV advertising partner
  • O'Keefe Reinhard & Paul: Metro by T-Mobile creative AOR (April 2023)
  • January 2021)
  • : PR AOR
  • : Experiential agency partner
  • : Experiential agency partner
  • : Multicultural agency partner
  • : Creative and social agency partner
  • : Creative agency partner
  • : Media agency partner

Insight Sources: Broadcast insights estimated by .