• by Joe Mandese  @mp_joemandese, May 11, 2022

Chicago-based wireless carrier UScellular has split its media services account between Philadelphia-based Harmelin Media and Minneapolis-based Ovative Group.

Billings were not disclosed, but the assignments follow an agency search handled by Mercer Island Group.

Harmelin will handle brand-related media focusing on building awareness and generating consideration, while Ovative will handle performance-based media, focusing on a "customer-centric approach to digital media strategy and execution" -- both online and in-store -- to drive subscriber growth.

“We are excited to work with two independent media agencies that understand the importance of local connections,” said Verchele Roberts, vice president of brand management at UScellular.