T-Mobile slashes agency spend to focus on projects

Mobile giant T-Mobile this week confirmed it has cut back its PR agency spend as it refocuses its ‘proactive promotional’ work on sporadic projects.

Senior PR executive Alison Enticknap confirmed that sole retained agency Weber Shandwick’s fees had been cut as it was ‘more logical and easier’ to handle work in-house.

She said: ‘Weber Shandwick now has a smaller retainer – we are now having fewer but larger PR pushes.’

WS was hired 16 months ago (PRWeek, 1 February 2002), when the company was known as One2One, and handles mainly consumer PR, plus some corporate and B2B work.

Enticknap added: ‘Project work seems to be the way PR is going.’

WS consumer division director Scott Wilson said he welcomed PR’s ‘general trend towards project work as it places the emphasis on delivery of results’.

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