Right now, T-Mobile’s advertising is the best in the category. The way it integrates print, TV and web is beautiful, the art direction is constant, and spokesperson Carly Foulkes has been managed brilliantly. Never tarted up, always positive, always girl next door, Ms, Foulkes and agency Publicis Seattle are building a place in our brains for this price shopper 4G mobile brand.
As ubiquitous as this advertising is, it’s not Geico annoying. Not AT&T message meandering or Verizon techno mappish. It’s a clean, retail brand imprint and it’s beginning to work.
Creative advertising dudes (less so dudettes) will snark at this comment saying the work is as creative as chipped nail polish, but from a brand management point of view, in a muddled market, this work is moving phones. And T-Mobile doesn’t even have an iPhone.
Imagine if T-Mobile changed its spokesperson every couple of ads. Or tried to compete with Verizon by employed a lot of red in its color palette. Or rather than hammer home price it showed all the cool phone innovations (okay, they do a bit of that on TV).
If the AT&T purchase goes through next year, don’t be surprised to see BBDO morph the campaign Ms. Foulkes way. They won’t cut over using the Magenta color the way they did using Cingular orange, but they know enough to keep the price work clean. Or we might just see Publicis hold the retail business and cede network and inno to BBDO.
T-Mobile has organized its brand and kept to the plan. That’s why its numbers are creeping up! Peace.