T-Mobile Named Marketer of the Year by Direct Marketing Association

T-Mobile Named Marketer of the Year by Direct Marketing Association

The "Un-carrier" wins with revolutionary new approach: Giving customers what they want

CHICAGO--(BUSINESS WIRE)-- Today at the Direct Marketing Association's (DMA) conference, T-Mobile U.S. was awarded "Marketer of the Year" honors — an apt award for the company revolutionizing not just direct marketing, but the entire wireless industry.

Earlier this year, T-Mobile began a series of moves to address consumer frustration with the unnecessary cost and complexity of wireless. Working with partners such as Wunderman, a T-Mobile agency for customer and B2B marketing, the company has been going all out to make the customer its top priority through its "Un-carrier" value proposition.

"Un-carrier" has distinguished T-Mobile as an industry thought-leader and innovator, and the direct marketing world's biggest and most-established professional organization has taken notice.

"Our 'Un-carrier' strategy is all about listening to customers and going to bat for them with innovative plans and programs that challenge the status quo in wireless," said Andrew Sherrard, senior vice president of marketing at T-Mobile. "We are determined to enhance the customer wireless experience, and it's incredibly rewarding to see organizations such as the DMA recognizing the value of these efforts."

T-Mobile's transformation over the past year has been impressive. The company saw an opportunity to address customer frustrations with old-guard wireless carriers - and it took bold action to do something about it, setting the industry on its heels in the process.

In just the past six months, T-Mobile has tossed service contract requirements, eliminated punitive overages in the United States and abroad, dramatically simplified its rate plans with Simple Choice and revolutionized upgrades with its innovative JUMP™ program.

Direct marketing played an important role in how T-Mobile educated and engaged customers in its Un-carrier effort. The company overhauled virtually every direct-to-customer communication channel, again putting customer needs and interests first. Along the way, the company revamped the customer journey by re-inventing the onboarding experience and providing customers a resource where they can learn more about devices they love - an online destination called "The Source"™. With these strategic initiatives, T-Mobile has turned customer experience into one of its strongest assets.

T-Mobile's efforts have helped change the industry conversation to be more about delivering the kind of wireless experiences they deserve. Wunderman congratulates T-Mobile on being honored as Marketer of the Year by the Direct Marketing Association, as well as co-honoree Marketer of the Year for 2013, LinkedIn.

About Wunderman

Advertising Age ranks Wunderman as the #1 global digital agency network. Founded by Lester Wunderman in 1958, Wunderman has 170 offices in 60 countries offering Brand Experience, Consumer Engagement, Data & Insights and World Health marketing solutions. Powered by complex analytics and strategic insight, creative content engages the consumer as participant, critic, creator and champion in always-on conversations to propel our clients' growth. Best Buy, Citibank, Coca-Cola, Ford, Land Rover, Levi's, Microsoft, Nokia, Novartis, Telefonica and leading local and regional brands are among them. Wunderman is a member of WPP and part of Young & Rubicam Group. For more information: www.wunderman.com.

Sarah Chua, +1-212-941-3127

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