CLIENT
T-Mobile USA
John Celland, Sr. VP - Brand Mktg.
AGENCY
Michael Medeiros, Principal - Seniro Brand Planner
Randy Browning, Chairmna - CEO
Bob Moore, Co-President - Exec. Creative Dir.
Steve Le Neveu, Ex. Principal - Dir. of Strategic Planning
Scott Foreman, Sr. Principal - Group Account Dir.
SUMMARY
David and the Four Goliaths Just what the world needs, another wireless carrier. Or is it? T-Mobile was a new brand entering the most competitive category in the US, if not the world. We took on the 4 Goliaths (AT&T, Verizon, Sprint and Cingular) with a fraction of their ad spend and knocked them on their heels. We broke through to a savvy and cynical customer with a new and relevant value equation: "Get More", which translated into way more than our fair share of the market
