Beginning in November of 2011, I joined the VML management team of Seattle's largest agency group. I became the agency's first ACD for copy on the T-Mobile account. During my first 18 months, we saw the AT&T merger canceled and T-Mobile's "un-carrier" reinvention ignited by new CEO John Legere. Through it all, I was leading the team communicating the transformation to customers across digital, social, and traditional channels.
The following video sums up the success of 2013 CRM, T-Mobile was named Marketer of the Year by the DMA. Our agency's work was attributed to this success, and showcased at the DMA conference awards ceremony:
Once the AT&T merger was officially called off, customers needed to know immediately. So while T-Mobile's transformation from girl-next-door to badass challenger brand was still forming and under wraps, I penned these messages:
I'm proud to see today how prophetic the messages below have turned out to be. At the time, the company was still quite cautious and this aggressive tack had to be sold convincingly all the way to Deutschland headquarters:
In less than a week we created and deployed the following mini-campaign via interstitial banners, mobile-first campaign site, on-device banners, SMS, and print inserts. Because of the urgency, this was one of those multi-all-nighter projects where I and one other ACD did it all while the rest of the awesome team kept the day-to-day work on track:
The Source is customer digial content designed, written, and optimized for all the screens shown below. I led the creative and editorial teams who envisioned and launched this online destination for helpful and interesting mobile tips and ideas:
Shortly after launch January 2013, The Source became T-Mobile's most-visited site area and traffic even briefly overwhelmed their servers. View at: T-Mobile.com/TheSource
One of a series of videos on The Source anouncing T-Mobile's un-carrier signature moves, in this case, T-Mobile's groundbreaking Simple Choice Plan. I provided creative direction:
As T-Mobile's un-carrier brand has grown through its series of signature moves, the team I hired and lead has introduced them all to customers through integrated CRM campaigns. The following emails exemplify how we tell the un-carrier story to customers. I didn't write them, but I hired and led the talented creatives who did:
