We unleashed T-Mobile from the shackles of media rules and ignited a radical turnaround in their business.

Television: Reduced our Networks by 56% and consolidated spend on remaining networks to create #1 competitive SOV. Targeted top 100 social programs and optimized buys throughout year to remain in conversation

Radio: Downplayed :60 units in favor of creating relationships with 60+ DJs to act as T-Mobile Ambassadors and to use their air time to evangelize the T-Mobile story.

Print: Took a back-cover-or-nothing approach and successfully secured 300+ back covers.

Out-of-home: Shunned DECs and rotations to make a statement by “taking over” consumer hubs with hundreds of units in 10+ cities

Digital: Leveraged our DMP to precision target in-market shoppers and competitors. More importantly, created a propriety “Direct Touch” attribution solution that tracked online and retail store activations, allowing us to create real-time segmentation that fed into the DMP to drive greater results.

At the end of 2012, T-Mobile was struggling to survive. By the end of 2013, it was thriving.

• For the first time in 4 years, T-Mobile had a net gain in customers, adding 4.4M new subscribers. Compared to a loss of 2.1M subscribers the year prior, making T-Mobile the fastest growing wireless company in the U.S.

• Brand consideration in T-Mobile increased 6pts, largest increase among competitive set

• Our bigger than spend presence resulted in competitors imitating our actions

• Search volume increased 35%

• Stock increased 50% since launch

• Increased Facebook fans by 2M (+ 67%), largest increase among competitive set