T-Mobile US has named Dentsu Creative as its lead creative agency, following a competitive review process.

As part of the deal, the agency hopes to help telecoms giant continue fueling the brand’s continued growth into a new generation of customers.

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The partnership will be headed up by Dentsu Creative’s Chief Creative Officer, Rafael Rizuto and will leverage the agency’s offering which includes storytelling, social, disruptive positioning and cultural fluency.

T-Mobile President of Marketing, Strategy and Products Mike Katz said: “As the un-carrier, we’ve always pushed the status quo to take a radically different approach to meeting consumer needs.

“As our brand has evolved – from the underdog to now the network leader – it’s more imperative than ever that we continue to put the customer at the centre of everything we do to ensure we deliver the most relevant and creative content and experiences.

He continued: “Dentsu Creative has set the bar high with their strategic, customer-centric approach and fresh ideas to help T-Mobile as we begin telling the next chapter of the un-carrier story. We’re ready to get rolling.”

Dentsu US CEO Abbey Klaassen added: “It is an incredible honour to work with one of America’s most iconic brands, and we can’t wait for more people to experience the magic that is T-Mobile.

“From the very start of the process, it was clear there was shared ambition for pushing boundaries, which is exactly why we built Dentsu Creative – to be able to take a holistic view of brands and incorporate results-driven strategic thinking that goes beyond advertising.”