Posts Tagged advertising campaign

Publicis Dallas Taps Brad Roseberry as Chief Creative Officer

Roseberry Brings International, Award-winning, Creative Talent & Leadership to New Role

DALLAS, TX (November 18, 2013) – Publicis Dallas taps Brad Roseberry for the new role of Chief Creative Officer. Most recently, Roseberry was Executive Creative Director at TBWA\Chiat\Day in New York, charged with rebranding the Accenture global business.  Before that, he was SVP, Creative Director at BBDO New York.  He has worked at some of the top creative agencies in the world, most notably, Goodby Silverstein, Wieden+Kennedy Amsterdam and 180 Amsterdam.

Brad RoseberryRoseberry’s work has been recognized by nearly every major award show in the industry, including: Cannes Lions, The One Show, Clio, D&AD and Epica, where he won the prestigious Epica d’Or.  His background includes developing creative solutions for some of the most successful – and iconic – brands around, including: GE, Pepsi, adidas, Sony and the California Milk Advisory Board (Got Milk?).

Sally Kennedy, CEO, Publicis Dallas, stated, “We have big plans for the agency. Adding world-class creative talent is a significant part of this. Brad honed his top-tier skills at many of the leading creative shops across the globe.  I’m confident everyone will feel his positive impact immediately.”

Roseberry added, “Sally’s commitment to creating a unique environment devoted to creating world-class creative is the reason I’ve signed on. I’m excited at the prospect of leading the agency to the next level.”

Roseberry will start immediately and report directly to Kennedy.

About Publicis Dallas
Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is ‘To Lead The Change’ to help our clients leap ahead. Publicis Dallas clients include: Bridgestone Americas; CiCi’s Pizza; Nestlé brands Nestlé Pure Life, Nestea, and Juicy Juice, and ServiceMaster brand TruGreen, among others.

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Publicis Seattle Momentum Continues: Britt Fero Joins as EVP, Head of Strategy

SEATTLE, WA (September 10, 2013) – Publicis Seattle has tapped Britt Peterson Fero as Executive Vice President & Head of Strategy, according to Scott Foreman, CEO, of the office.  Fero comes directly from Cole & Weber, where she was a Partner and Director of Growth Strategy. At Publicis Seattle, Fero will lead strategy on existing clients, new business, and further expand the agency’s strategy offering and department.  Fero reports to Foreman, and completes the office leadership team which includes: Jason Sullivan, EVP, Managing Director; Andrew Christou, EVP, CCO; Steve Williams, SVP, Group Creative Director, and Hart Rusen, SVP, Group Creative Director.  Publicis Seattle recently won the Eddie Bauer account, and counts T-Mobile, Seabourn, and Les Schwab, among their clients.

Britt Peterson Fero photoForeman stated, “I am so excited Britt has joined us.  She has a proven track record of unlocking a brand’s true potential with adventurous thinking and ideas.  She will make us and the work we do even better, and we’re excited to get her immersed in our current client’s brands and our new business opportunities.”

Fero stated, “In today’s increasingly dynamic marketplace — with increasingly discerning and demanding people — brands need a culture of action. To me strategy must be a verb, not a noun.  I look forward to helping brands seize new business opportunities and putting my vision of strategy into action at Publicis Seattle.”

During Fero’s tenure as Partner at Cole & Weber, the agency built relationships with the International Olympic Committee, Target, Kellogg’s, Epson, Microsoft, Ste. Michelle Wine Estates and Washington’s Lottery.  Additionally, she drove development of two key thought-leadership research pieces: the first around the sociability of brands (Project Butterfly) and the second around how consumers shop convenience stores (Project See Store).  Project Butterfly was recognized as the Grand Winner of the Ogilvy Great Minds Quality in Research Award and Project See Store was honored as Best Qualitative Research of the Year by the QRCA.

Fero is a Publicis alumna, serving as Director of Development and Innovation in Seattle in from 2004 – 2007. Prior, she worked at Fallon & Duffy Design in Minneapolis and New York leading brands such as United Airlines, Starbucks, Virgin Mobile and Bahamas Tourism.  A contributor to Forbes, Fast Company and MediaPost, Fero’s work has been recognized by Communications Arts, the One Show and Cannes, and featured in Juicing the Orange, Brand Apart and Michael Serazio’s book “Your Ad Here.

About Publicis Seattle
Publicis-TB-016Publicis Seattle is an integrated marketing communications agency. The agency is part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide and the largest global agency network within holding company, Publicis Groupe. The mission of Publicis Worldwide is “To Lead the Change” to help our clients leap ahead. Publicis Seattle clients include: T-Mobile, Eddie Bauer, Karcher, Les Schwab and Seabourn.

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Publicis Dallas Taps Tyler Beck as SVP, Dir. of Consumer Insights

Beck Brings Big Brand Experience and Collaborative Leadership Skills to Agency

DALLAS, TX (August 7, 2013) – Publicis Dallas taps Tyler Beck for the new role of senior vice president/director of consumer insights, reporting directly to Sally Kennedy, CEO, Publicis Dallas. Beck brings big brand experience to the agency having worked on VISA, Samsung, GM, P&G, Starbucks, Guinness, Citibank and Unilever, among others. He will work on all Publicis Dallas clients, including recent win Bridgestone Americas, Terminix, TruGreen, CiCi’s, Nestle Pure Life and Nestea, among others.

PUBLICIS DALLAS TYLER BECK AS SVP/DIRECTOR OF CONSUMER INSIGHTSKennedy stated, “Tyler’s experience speaks for itself: big brands, big results. His gift for strategic insight will bring a new depth to the brain trust of Publicis Dallas. He is the epitome of a truly collaborative leader and team player, with the skills to lead our growing strategic planning group in an exciting direction. In the new role of director of consumer insights, Tyler will curate the Publicis Dallas perspective on all things consumer-related for our growing client roster.”

Beck was most recently executive director of strategy at Cheil USA in New York, where he built and ran the planning discipline at its New York and Dallas offices. Prior to Cheil, Beck was senior vice president/group behavioral planning director at BBDO NY, where he pitched and won P&G’s Future Friendly product line. Before that, he was at Lowe Worldwide NY, where he led the global Stella Artois account as well as Unilever’s Degree account as brand strategy director. Beck also spent six years at TBWA/Chiat/Day LA, where he helped turn around Nissan.

Beck stated, “I couldn’t be more excited to join Publicis Dallas as director of consumer insights. I could feel the positive energy emanating from this place from the moment I first stepped into the office. I’m looking forward to working with Sally and the leadership team to help take planning and the agency to the next level.”

About Publicis Dallas
Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is ‘To Lead The Change’ to help our clients leap ahead. Publicis Dallas clients include: Bridgestone; CiCi’s Pizza; Nestlé brands Nestlé Pure Life, Nestea, and Juicy Juice; Simon Property Group; and ServiceMaster brands TruGreen and Terminix; among others.

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Publicis Seattle Hosts Women Who Rock Panel

Women Who Rock PosterSEATTLE, WA (July 25, 2013) – Publicis Seattle hosted Women Who Rock, a panel discussion showcasing six of Seattle’s most successful businesswomen. The event, held at the agency, saw an amazing turnout. The entire office along with friends, clients, and other companies in our building gathered in the agency café for gourmet popcorn, adult beverages and an insightful panel discussion by area business leaders.

Women Who RockThe impetus for the event came from a current exhibit of the same name on display at EMP Museum, one of the agency’s clients. Rather than focus on the women who have shaped the music world, Publicis Seattle’s event was a celebration of some of the most successful women running Seattle businesses with a focus on innovation, creativity and culture. The event began with a panel discussion and live audience Q&A and was followed by a curator-led tour of the actual EMP exhibit.

The event was moderated by Shireen Jiwan, Chief Investigator at Sleuth, and the panelists were:
Kimberly Harris – President and CEO, Puget Sound Energy
Halle Hutchison – Managing Director of Brand Management, Alaska Airlines
Renee Erickson – Chef/Owner, The Whale Wins, Boat Street Cafe and The Walrus and the Carpenter
Andrina Bigelow – CEO, Fran’s Chocolates
Amy Bohutinsky – CMO, Zillow
Jill Wenger – Founder and CEO, Totokaelo Design

DSC01366 The panelists gave their perspective on the challenges of business, the inspiration that Seattle gives them, the importance of being true to yourself and where you want to go in life. When Renee Erickson was asked about opening her own restaurant, she responded, “Buying a restaurant at 25 was the scariest thing I’ve ever done. It’s also the best thing I’ve ever done and changed my life forever.”

Halle Hutchison, who oversees Alaska Airlines’ product marketing, sponsorships, advertising and promotions noted, “Being a visionary is one thing. Being a control freak is another. Let the people around you be great, too, and you’ll all share in the successes.”

Andrina Bigelow, a successor to her mother, Fran, as CEO of Fran’s Chocolates spoke about what makes her a successful businesswoman: “We stay true to our mission, we always go back to that same goal. We will never compromise on quality, whether its packing, customer service, our retail stores, every single decision we make. Even if it means we could make a little bit more money by compromising and buying something a little cheaper, an ingredient that’s a little cheaper, going after a product category or segment that’s really popular, we just wont do it. And we’ve started out that way, and continue everyday to stay true to that mission and I think that’s been incredibly powerful for us in terms of success of the business.”

DSC01063BIn closing, Jill Wenger offered some advice to the audience: “Let the rest of your peers settle. Be adventurous in your actions.” Another panelist, Amy Bohutinsky added, “I never really planned it this way, even five years ago I don’t know if I would have said ‘I want to be a CMO.’ If anyone’s ever read Sheryl Sandberg’s book, there’s a line it that says a career is a ‘jungle gym not a ladder’ and as long as you know the things you like to do and the things that make you passionate you can’t plan the exact path to get there. It takes just as much work to swing for the fences as it does to lay down a bunt. But only one of these approaches has the potential for greatness. Think about it.”

As an agency rooted in adventurous thinking, it made sense to bring together some of the most adventurous thinkers in the world of business, creativity and culture to share their perspectives. This was an opportunity for 200 of tomorrow’s leaders to listen and learn from some of the country’s most successful business leaders. Women Who Rock was the first in what will be a series of panels, roundtables and other creativity-inspired events hosted by Publicis Seattle, championing the ideas and principles that keep our industry and agency moving forward.

About Publicis Seattle
Publicis-TB-016Publicis Seattle is an integrated marketing communications agency. The agency is part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide and the largest global agency network within holding company, Publicis Groupe. The mission of Publicis Worldwide is “To Lead the Change” to help our clients leap ahead. Publicis Seattle clients include: T-Mobile, Eddie Bauer, Karcher, Les Schwab and Seabourn.

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Publicis Dallas Hires International Digital Creative Director Santiago Bourges Waldegg

Bourges Waldegg Brings Multi-Cultural Experience & Aesthetic to All Things Digital at Agency

DALLAS, TX (July 18, 2013) – Publicis Dallas has hired Santiago Bourges Waldegg as vice president/digital creative director reporting to Shon Rathbone, executive creative director. Bourges Waldegg has worked on name brands in both the USA and Mexico, including Pepsi, Levi’s, Nissan and HP. He was most recently digital creative director at Dieste, a leading Hispanic agency headquartered in Dallas. He will work on all clients at the agency, which include recent win Bridgestone Americas, Terminix, TruGreen, CiCi’s, Nestlé Pure Life and Nestea, among others.

Santiago Bourges Waldegg“Santiago brings a unique perspective and a depth of blue chip digital experience,” Rathbone said. “His passion and curiosity about the convergence of technology and culture is really great. I can’t wait to work with him.”

Bourges Waldegg’s experience bridges cultural boundaries. He was born in Mexico and worked for ARC/Leo Burnett there before transferring to the Chicago office. Subsequently, he joined Dieste in Dallas as digital creative director, working on campaigns that target the Hispanic market.

“Santiago is extremely talented and a great addition to our creative team. We also love the multi-cultural aspect of his background,” said Sally Kennedy, CEO, Publicis Dallas. “Given the changing face of America, having a senior leader with a diverse perspective is a great bonus.”

About Publicis Dallas
Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is ‘To Lead The Change’ to help our clients leap ahead. Publicis Dallas clients include: Bridgestone Americas; CiCi’s Pizza; Nestlé brands Nestlé Pure Life, Nestea, and Juicy Juice; Simon Property Group; and ServiceMaster brands TruGreen and Terminix; among others.

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Bridgestone Americas Tire Operations Announces New Agency Relationship with Publicis Dallas

NASHVILLE, TENN. (July 1, 2013) – Bridgestone Americas Tire Operations today  announced that it has established a relationship with Publicis Dallas for the strategic and creative work on its Bridgestone brand. Publicis Dallas will focus on brand building and advertising ideas for the Bridgestone brand.

BridgestoneRoadAs part of this change, the company is concluding its relationship with The Richards Group as the strategic and creative agency for the Bridgestone brand but will continue its relationship with Haymaker, the sports marketing arm of The Richards Group.

“We have enjoyed a strong and effective relationship with The Richards Group over the past seven years, and we thank them for their support of our team and our brand,” said Philip Dobbs, Chief Marketing Officer, Bridgestone Americas Tire Operations. “Sports marketing is an important part of our brand building strategy, and we are pleased that Haymaker will continue to support us in this area. Overall, we believe this team has the right combination of strategy, creativity, commitment and service to excite our customers and further deepen their relationship with our Bridgestone brand.”

About Bridgestone Americas Tire Operations
BridgestoneNashville, Tenn.-based Bridgestone Americas Tire Operations (BATO) is a business unit of Bridgestone Americas, Inc., whose parent company, Bridgestone Corporation, is the world’s largest tire and rubber company. Reporting into the BATO business unit are the company’s Latin American tire operations; the U.S. and Canadian consumer tire businesses; the U.S. and Canadian commercial tire businesses; and Bridgestone Retail Operations, LLC, which operates the largest network of company-owned automotive service providers in the world. BATO develops, manufactures and markets Bridgestone, Firestone and associate brand tires. The business unit is focused on retail, wholesale and original equipment markets, supplying passenger, light truck, commercial vehicle, off road, motorcycle, agricultural and other tires to its customers in the Americas. In addition, through its Bridgestone Commercial Solutions Group, retreading customers have access to industry-leading research and development, manufacturing, marketing and sales expertise, providing them with a total tire solution.

About Publicis Dallas
Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is ‘To Lead The Change’ to help our clients leap ahead. Publicis Dallas clients include: CiCi’s Pizza; Nestlé brands Nestlé Pure Life, Nestea, and Juicy Juice; Simon Property Group; and ServiceMaster brands TruGreen and Terminix; among others.

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Birds Campaign from Publicis Dallas Takes Flight to Battle Histoplasmosis

First-Ever Advertising Campaign to Increase Awareness of One of America’s Least Known and Most Misdiagnosed Diseases

DALLAS, TX (May 29, 2013) – Publicis Dallas today launches ‘Birds’ the first-ever advertising campaign to increase awareness of Histoplasmosis, a disease where bird droppings lead to a fungal infection that gets into the lungs, bloodstream and eyes. The obscure disease is one of America’s least known and most misdiagnosed. At the centerpiece of the awareness campaign is an arresting series of print ads, coupled with the first-ever website (www.histodisease.org), completely devoted to Histoplasmosis detection, treatment and support. Here are the print ads:

Histoplasmosis Print Campaign Hi Res-1

Histoplasmosis Print Campaign Hi Res-2

Histoplasmosis Print Campaign Hi Res-3

leader_shon“A few years back, this disease nearly killed, Julia Melle, one of our most talented creative directors, “ said Shon Rathbone, Executive Creative Director, Publicis Dallas. “Her passion for raising awareness of Histoplasmosis inspired the entire team to build a campaign that was both creatively arresting, and truly worthy of the cause.”

Histoplasmosis affects thousands and kills over 800 people a year, yet awareness among the general public and most physicians is very low.

0364aae“There are very few moments in this business where you feel like you can put your talents to use for the good of others,” said Julia Melle, Group Creative Director, Publicis Dallas. “This is a moment, where my experience with this terrible disease that took half my right lung can be leveraged to educate patients and doctors everywhere.”

Creative Overview: The Publicis Dallas creative team realized the morphology of organs affected by Histoplasmosis resembles the place birds most love to congregate – tree branches.

This led to a campaign approach that tells a very complex story with very few words. The overall mood of the advertising, with its hauntingly beautiful India ink and watercolor illustrations, is appropriately chilling for a disease this dangerous. The three print ads each feature a different organ-tree, (lungs, heart and eye), with the simple headline: Birds Infest More Than Trees. At the bottom of the ad is the organ-appropriate version of the copyline: Bird droppings can lead to a fungal infection that gets in the lungs and kills more than 800 people a year. Now you
know more than most doctors.

Survivors of Histoplasmosis have formed a strong and active social media community, found on Facebook, and Twitter, among others. The campaign will use those organic social-driven
channels to pass along the message beyond traditional paid media, and turn survivors into evangelists.

Creative Credits
Client:   Histo.org
Creative Credits: Birds
Agency: Publicis Dallas
Agency Location: Dallas, TX
Executive Creative Director: Shon Rathbone
Group Creative Directors: Julia Melle/Eric Moncaleano
Copywriter: Julia Melle
Art Directors: Eric Moncaleano/Julius Prilianto
Producer:  Holli Burlison
Web Developer: Jeff Stachowski
Account Director: Allison Cox
Media
Planner:  Rita Shroff
Illustrator: Narda Lebo

About Publicis Dallas
Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is ‘To Lead The Change’ to help our clients leap ahead. Publicis Dallas clients include: CiCi’s Pizza; Nestlé brands Nestlé Pure Life, Nestea, and Juicy Juice; Simon Property Group; and ServiceMaster brands TruGreen and Terminix; among others.

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Eddie Bauer Hires Publicis Seattle as New Lead Creative Agency

SEATTLE, WA (May 1, 2013) –  Specialty retailer Eddie Bauer has tapped Publicis Seattle as its new lead creative agency after a review.

EDDIE BAUERIn 2012, Bellevue, Washington-based Eddie Bauer spent nearly $3 million in measured media spending, according to Nielsen.

Backbone Media, a Carbondale, Colorado agency that positions itself as working in the active lifestyle marketplace, will continue to handle media and PR for Eddie Bauer and Eddie Bauer First Ascent.

Eddie Bauer has put more emphasis on its mountaineering roots and in 2009, launched its First Ascent line of clothing and gear aimed at climbing enthusiasts.

About Eddie Bauer
24eddiebauerEstablished in 1920 in Seattle, Eddie Bauer is a specialty retailer that sells sportswear, outerwear, gear and accessories for the active outdoor lifestyle. The Eddie Bauer brand is a nationally recognized brand that stands for high quality, innovation, style and customer service.  Eddie Bauer products are available at approximately 400 stores throughout the United States, Canada and Japan through catalog sales and online at www.eddiebauer.com.  Eddie Bauer is proud to be named a J.D. Power 2011 Customer Service Champion.

About Publicis Seattle
Publicis-TB-016Publicis Seattle is an integrated marketing communications agency. The agency is part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide and the largest global agency network within holding company, Publicis Groupe. The mission of Publicis Worldwide is “To Lead the Change” to help our clients leap ahead. Publicis Seattle clients include: T-Mobile, Eddie Bauer, Karcher, Les Schwab and Seabourn.

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Sally Kennedy Honored by Dallas Business Journal

WIBAcarousel2013*304DALLAS, TX (April 11, 2013) – Every year the Dallas Business Journal honors the top female executives and business owners in the Dallas area. Dallas’ concentration of major businesses from a wide spectrum of industries makes this recognition especially prestigious.

Sally_Kennedy_HEROSally Kennedy, Chief Exectuive Officer at Publicis Dallas, found her name on the coveted list of 26 this year. She joins Lori Lee of AT&T, Kim Dixon of FedEx and Mandy Ginsberg of Match.com, among others, as some of the finest businesswomen in America. Sally’s efforts on clients like Cici’s Pizza, TruGreen, Terminix, BMW and Nestle Pure Life have turned Publicis Dallas into an important arm of Publicis in the USA. Recent work for Histoplasmosis.org, a non-profit, was even shortlisted at the Cannes Lions.

“It was fun to be included in this,” said Sally Kennedy. “It’s always nice to be recognized but moreover, it was a great opportunity to network with other senior female execs in the Dallas marketplace. It’s led to a productive series of lunches!”

Now in its sixth year, the Women in Business Awards honorees will be featured in the June 14 issue of the DBJ and awarded during a June 14 luncheon at the Irving Convention Center.

About The Business Journals
DallasBusinessJournal_LogoThe Business Journals is the premier media solutions platform for companies strategically targeting business decision makers. We deliver a total business audience of over 10 million people via our 43 websites, 40 publications and 550 annual industry leading events. Our media products provide comprehensive coverage of business news from a local, regional and national perspective. We have more people, publications and websites covering our nation’s business than any other business media organization. The Business Journals are a division of American City Business Journals.

About Publicis Dallas
Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is ‘To Lead The Change’ to help our clients leap ahead. Publicis Dallas clients include: Bridgestone; CiCi’s Pizza; Nestlé brands Nestlé Pure Life, Nestea, and Juicy Juice; Simon Property Group; and ServiceMaster brands TruGreen and Terminix; among others.

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T-Mobile Gallops Into New Territory: Publicis Seattle & Riney Take Direct Aim at AT&T, Verizon & Sprint

SEATTLE, WA (March 26, 2013) – TMobile SignThe hyper-competitive telecommunications market shares more than a few similarities with the Wild West… intimidating bullies, group pressure, sinister bandits, controlling gang leaders, countless townspeople who feel taken advantage of… and of course, the rogue independent. After years of ruthless competition and a renaissance in mobile technology, only four major carriers are still in their standing: AT&T, Verizon, Sprint and T-Mobile, making the cowboy days of old the perfect metaphor for today’s mobile marketplace. Hot on the heels of the iPhone 5 release, T-Mobile debuted an aggressive Western style advertising campaign from Publicis Seattle and Riney to paint its brand in a new light.

Always devoted to freedom and being different than the “old school” carriers, the first ad features motley crew of four bandits, representing the big four carriers, entering a lonely mountain town with bad intentions on their faces. One of the riders then has a sudden change of heart and decides pushing people around isn’t what he wants to do with his life anymore. He then throws on an all-too-familiar magenta hat, and rides off into the distance with a smile on his face: a simple, yet clever metaphor to describe the strong armed ways of current telecommunications companies.

T-Mobile’s new brand messaging takes direct aim at the competition, and most pointedly, AT&T. The highlight of the brand messaging is crystal clear. T-Mobile now provides data plans that are cheaper, simpler and more transparent, than any other phone carrier. It also enters the iPhone marketplace with an unbeatable offer of a new iPhone5 for $99 down, and no contract. Talk about a bold step to stop the cell phone bullying.

John Legere“These bold moves serve notice that T-Mobile is canceling its membership in the out-of-touch wireless club,” said John Legere, president and CEO of T-Mobile USA, Inc. “This is an industry filled with ridiculously confusing contracts, limits on how much data you can use or when you can upgrade, and monthly bills that make little sense. As America’s Un-carrier, we are changing all of that and bringing common sense to wireless.”

Currently, T-Mobile has approximately a quarter of the U.S. smartphone market share that AT&T and Verizon enjoy. AT&T, Verizon and T-Mobile had 33.3%, 32% and 8.2% of the U.S. smartphone market, respectively, according to a December 2012 Kantar report.

2012 Consumer Electronics Show Showcases Latest Technology InnovationsCommenting on the new commercial, Peter DeLuca, T-Mobile’s Senior Vice President, Brand & Advertising, stated, “It’s metaphorical…we’re moving in a different direction.”  He added, “All the swagger you saw [at the press event], you’ll see in our advertising in all channels.”

In a category where services are nearly identical, the first carrier to finally start appealing to the real desires of its customers may win a considerable chunk of market share. T-Mobile wants its customers to know they’re listening to them. With guidance from Publicis Seattle and Riney in San Francisco since 1997, T-Mobile will continue with a fresh perspective sure to attract masses of unsatisfied AT&T, Verizon and Sprint customers while putting T-Mobile at the forefront of a consumer revolution in telecom.

About T-Mobile USA Inc.
TMobileLogoBased in Bellevue, Wash., T-Mobile USA, Inc. is the U.S. wireless operation of Deutsche Telekom AG.  By the end of the fourth quarter of 2012, approximately 132.3 million mobile customers were served by the mobile communication segments of the Deutsche Telekom group — 33.4 million by T-Mobile USA — all via a common technology platform based on GSM and UMTS and additionally HSPA+ 21/HSPA+ 42. T-Mobile USA’s innovative wireless products and services help empower people to connect to those who matter most.

About Publicis Seattle
Publicis-TB-016Publicis Seattle is an integrated marketing communications agency. The agency is part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide and the largest global agency network within holding company, Publicis Groupe. The mission of Publicis Worldwide is “To Lead the Change” to help our clients leap ahead. Publicis Seattle clients include: T-Mobile, Eddie Bauer, Karcher, Les Schwab and Seabourn.

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