T-Mobile USA dials up PR with new roster of four agencies

Porter Novelli and Shift Communications are the two new agencies to T-Mobile's roster.

BELLEVUE, WA: T-Mobile USA has selected Porter Novelli, Shift Communications, Sard Verbinnen & Co., and Waggener Edstrom to handle different aspects of its communications, following an RFP.

Porter Novelli and Shift Communications are the two new agencies to T-Mobile’s roster. Porter will handle consumer, retail, regional, and crisis PR, while Shift will oversee social media PR.

Sard Verbinnen will continue to manage financial PR. Incumbent Waggener Edstrom, which has handled PR for the company for at least five years, will stay on board for the company’s network and business programs.

"After a thorough RFP process, we chose multiple agencies who we know will partner well together so we can move quickly and continue to help fuel the momentum of the T-Mobile brand," said Janice Kapner, VP of corporate communications at T-Mobile, in an emailed statement.

The company issued an RFP earlier this year as "part of the normal course of business," Anne Marshall, director of strategic communications for T-Mobile, previously told PRWeek.

"We love creativity and don’t want to take an old school approach by having just one PR partner," Kapner added in the statement. "This is a fantastic bench of people to work with our internal team and sets us up particularly well for 2015."

Representatives from most of the agencies were not immediately available for comment.

"Following the recent RFP, Waggener Edstrom is focusing our efforts on T-Mobile’s network and business marketing efforts," said Kim Davis, EVP in the firm’s tech practice, via email. "T-Mobile was looking to align a set of core agencies that would partner well, and we have already been in touch with our agency peers and look forward to working together."

T-Mobile saw its third quarter revenue increase 9.9% year-over-year to $7.35 billion. The company also added 2.3 million customers in the period.

This story was updated on November 24 with comment from Waggener Edstrom.

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