TMobile: Powering a Phone Carrier

1. Omnichannel Strategy

We developed an omnichannel media approach rooted in deep audience understanding and real-time behavioral insights. Media activation spanned social platforms, programmatic display, connected TV, mobile, CRM/email, and in-store digital to create seamless engagement across the consumer journey—well beyond reliance on Google alone. This ensured reach and relevance at scale while maximizing conversion potential across every digital touchpoint.

2. Consistent, Scalable Messaging Across Brands

T-Mobile’s house of brands—including T-Mobile and Metro by T-Mobile—targets different audiences but shares a common architecture built around core product pillars: network strength, value, device flexibility, and lifestyle perks. Each brand activates these pillars in unique ways to reflect its audience's needs and motivations. Our strategy established a modular messaging framework that connected those product pillars across both brands, ensuring consistency at the foundational level while allowing each brand to flex in tone, offer, and execution. This enabled us to manage the house of brands with both cohesion and agility—scaling creative, media, and performance strategies while maintaining the distinct identity of each brand within the portfolio.

3. Scalable Creative Digital Assets

Creative production leveraged our DCO system to build adaptable assets at scale. This allowed us to efficiently generate hundreds of variations tailored to geography, audience segments, language, and device context—without losing speed or design integrity. Assets were performance-optimized in real time, enabling rapid iteration and agile learning.

4. Consistent Data Reporting

All campaign efforts were unified under a centralized reporting dashboard that tracked cross-channel performance, audience engagement, and conversion metrics in real time. Weekly intelligence reviews allowed the team to dynamically reallocate spend, swap out underperforming creatives, and sharpen targeting strategies. This consistent data loop was key to driving accountable growth and measurable ROI.