Metro by T-Mobile Names OKRP Agency of Record

Metro by T-Mobile, America’s leading prepaid wireless brand, has named OKRP as its agency of record following a review managed by ID Comms.

OKRP will be charged with helping to drive sales of Metro’s growing array of prepaid services from its phone, internet and bundled features. It will also build and expand Metro’s advertising directed to diverse audiences.

OKRP will develop campaigns promoting new services, plans and offerings from Metro. It will include work created specifically for Hispanic and multi-racial audiences as part of the scope required for the prepaid industry leader.

“We knew we had to do our homework to really understand Metro and its customers – 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.”

OKRP did extensive ethnographic research on Metro’s customer base, they visited Metro retail outlets throughout the country and opened customer accounts to better understand the brand and its value. The teams at Metro and OKRP are already at work developing one of the ideas presented during the review to have it ready for market within the next few months.

“Metro by T-Mobile continues to lead the charge in the prepaid category by delivering consumers the best value, and differentiation is at the forefront of this success. As the business grows, we’ve reviewed agency relationships to explore new ways to set our brand apart,” said Peter DeLuca, chief creative officer & SVP at T-Mobile. “We’ve heard from some exceptional teams throughout this process and are grateful to all who participated. Congratulations to the bold, creative team at OKRP on this well-earned opportunity!”