Pre-paid wireless brand Metro by T-Mobile has named Chicago-based independent agency OKRP as its agency of record following a formal review. The incumbent was Saatchi & Saatchi, part of Publicis Groupe.
The brand spends an estimated $130 million on measured media annually, according to agency research firm COMvergence. That includes approximately $77 million for offline and $53 million for digital.
OKRP will develop campaigns promoting new and existing services, plans and other offerings from Metro. It will include work created specifically for Hispanic and multi-racial audiences.
“We knew we had to do our homework to really understand Metro and its customer, and owe a lot to the team at Metro for being partners before they were clients,” said Nick Paul, President of OKRP. “We’re proud of our collective result and can’t wait to get it out in the world.”
The first work from the agency is expected to break in a few months.
OKRP made headlines last year when it reeled the Burger King creative account. Other clients include P&G, AliExpress, Ace Hardware, Cars.com, Illinois Office of Tourism and others.
The review was managed by ID Comms.