T-Mobile US, Inc. has named Dentsu Creative as its lead creative agency following a competitive review, the companies confirmed today. 

According to the company’s latest annual report, T-Mobile spent $2.3 billion on advertising in 2022, up from $1.8 billion in 2020. 

The telecom giant awarded its estimated $700 million media agency assignment to IPG's Initiative in 2021. 

“It’s more imperative than ever that we continue to put the customer at the center of everything we do to ensure we deliver the most relevant and creative content and experiences,” stated Mike Katz, president of marketing, strategy and products, T-Mobile.  

Katz added that 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.”