T-Mobile enlists Porter Novelli for b-to-b task

SEATTLE: T-Mobile has selected Porter Novelli to support its b-to-b business.

SEATTLE: T-Mobile has selected Porter Novelli to support its b-to-b business.

Peter Dobrow, director of external communications at T-Mobile, told PRWeek the company made the decision yesterday to hire PN. He declined to comment on the size of the business, other than noting that it is “niche.”

“Waggener Edstrom of course continues as our PR AOR,” Dobrow said via e-mail. “And I continue to be pleased with their efforts in supporting our core business.”

Because this was the first time T-Mobile has done a review looking specifically for a b-to-b agency there was no incumbent, he said.

T-Mobile issued an RFP in November to “turn up the volume on that b-to-b front,” Dobrow previously told PRWeek. The company will continue to primarily focus on consumers, but also wants to publicize its offerings for small- to medium-size businesses. T-Mobile claims more than 33 million customers.

Leading PN's pitch for the business was SVP Carol Carrubba, working closely with partner and MD, Brad MacAfee, Porter Novelli CEO Gary Stockman told PRWeek via e-mail. Moving forward, Angie Schneider, SVP in the agency's Seattle office, will lead the account.

It is PN's second major consumer technology account win of the week, following its addition of Yahoo to its roster. "This year we've added new capabilities and innovations in digital and social media, and these also have been game-changing for the agency,” said Stockman.

Updated December 18, 2009, 11:34am

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