SEATTLE: Leading mobile communications company T-Mobile USA hired Big Fuel as its social media AOR following a competitive RFP process.
The digital shop will handle various social initiatives including brand channel management; social media strategy, analytics, and reporting; development of custom social campaigns; content development; and social media support for the brand's existing marketing communications efforts.
With a young customer base and large online following on channels like Facebook and Twitter, T-Mobile decided to seek out its first-ever social media AOR as a way to streamline its efforts.
“We realize the power of social media and decided to focus more of our attention with one agency instead of fragmenting the work to a number of agencies,” said Reid Walker, VP of corporate communications at T-Mobile.
The company ultimately selected Big Fuel because of its expertise, synergies with T-Mobile's business and operations, and because it wanted to work with a pure-play social media shop. Big Fuel's client roster includes a number of top brands, including Microsoft, inBev and Clorox. Ten firms, which T-Mobile declined to name, were involved in the review.
Waggener Edstrom handles PR for T-Mobile.
Big Fuel began to service the 12-month account in early July and is looking forward to helping the brand achieve further success in the social space by amplifying digital efforts and increasing engagement.
“We're looking forward to making improvements on an incredible base they have already put in place,” said Seth Berk, VP of client services at Big Fuel.
T-Mobile declined to disclose the budget on the account, though reports have estimated it to be in the seven-figure range. The company is currently in the process of being acquired by AT&T for $39 billion.
Big Fuel recently acquired Brooklyn-based digital marketing agency Apex Exposure, bringing all six Apex employees into the firm.