T-Mobile US has named Dentsu Creative as its lead creative agency following a competitive review. The company previously worked with Publicis Groupe’s Saatchi & Satchi.  

Dentsu said the relationship will be creatively led by Rafael Rizuto, Dentsu Creative’s chief creative officer, U.S. & Hispanic LATAM, and “leverage the full breadth of Dentsu Creative’s offering,” including “disruptive positioning,” creative storytelling, social, performance and cultural fluency.   

“The aim of this best-in-class team is to bring T-Mobile's ambitions to life across touchpoints and audiences to ultimately fuel the brand’s continued growth into a new generation of customers,” the agency stated.  

Media, which is handled by Initiative, was not part of the review. Initiative won the estimated $2.1 billion account in 2021. 

“As the Un-carrier, we’ve always pushed the status quo to take a radically different approach to meeting consumer needs,” said Mike Katz, president of Marketing, Strategy and Products, T-Mobile. "Dentsu Creative has set the bar high with their strategic, customer-centric approach and fresh ideas to help T-Mobile as we begin telling the next chapter of the Un-carrier story. We’re ready to get rolling!”