In the course of the Nationwide Soccer League season, it partnered with Kansas Metropolis Chiefs quarterback Patrick Mahomes to blitz official NFL sponsor Verizon. These spots additionally related certainly one of U.S. soccer’s greatest stars to broadcasts of the Liga MX soccer league that T-Cellular sponsors in Mexico by means of TelevisaUnivison—which additionally offers T-Cellular prospects free subscriptions to its ViX+ Spanish-language streaming service.
From teaming up with the PGA of America to achieve golfers to putting its identify on sports activities amenities in Seattle; Las Vegas; Kansas Metropolis, Mo.; and San Juan, Puerto Rico, T-Cellular has used its sponsorship power to achieve a number of corners of the buyer panorama.
Beneath the management of Rafael Rizuto—Dentsu Inventive’s chief artistic officer, U.S. and Hispanic LATAM—Dentsu Inventive plans on utilizing “disruptive positioning, artistic storytelling, social, efficiency and cultural fluency” to assist T-Cellular develop amongst a brand new era of consumers.
“As our model has developed—from the underdog to now the community chief—it’s extra crucial than ever that we proceed to place the client on the heart of all the pieces we do to be able to make sure that we ship probably the most related and artistic content material and experiences,” stated Mike Katz, president of selling, technique and merchandise at T-Cellular. “Dentsu Inventive has set the bar excessive with its strategic, customer-centric strategy and recent concepts to assist T-Cellular as we start telling the subsequent chapter of the Un-carrier story.”
Momentum for Dentsu Inventive
It has been a whirlwind 18 months for Dentsu Inventive. After the holding firm consolidated DentsuMB, Isobar and 360i into Dentsu Inventive, quite a lot of key leaders departed or have been compelled out of the corporate, together with international CEO Wendy Clark, international CCO Fred Levron, Dentsu Inventive U.S. CEO Paulo Fogaca and chief shopper officer Jacki Kelley.
Klaassen took the reins for Dentsu Inventive from Fogaca, and Dentsu has vital new enterprise momentum within the U.S. for the primary time because the consolidation of its service strains. The company gained the social accounts for AppleTV+ and Walmart final yr, Carat gained media duties for Papa Johns, and now the T-Cellular win may very well be some of the notable wins of 2024.
The company additionally performed a big position in driving sturdy development for Subway, and Dentsu helped 7-Eleven discover new cultural cachet with automobile lovers.