You’ve likely heard by now that AT&T has offered to acquire T-Mobile for roughly $39 billion. The move would position the new AT&T/T-Mobile as the largest wireless carrier in the U.S.
What was the first thing you thought of when you heard the news?
If you’re like me, it wasn’t “I wonder if my current data plan will be cheaper on a larger network?” or “Sweet! More iPhones that don’t need to be jailbroken!”
The first thing that popped up in my mind was T-Mobile’s latest ad campaign, which directly slams AT&T, and puts T-Mobile’s agency behind the campaign (Publicis Seattle) in a rather awkward position.
The tough part about being an agency for a company going through a major transition is the uncertainty of what will happen when the dust settles. Taken in to account that T-Mobile’s latest campaign is direct attack on AT&T’s endlessly criticized data network, Publicis must be sweating bullets…
It’s an old story: corporate mergers, agency shakeups, media dollars getting moved around… I just found it interesting that while the first thing that many people might think of would be the merger’s impact on products or data plans, my first thought was the ad campaign and the agency that will have their work cut out for them on clean-up duty.