T-Mobile Czech Republic has concluded an extensive selection process for a new strategic and creative partner. The winner of the tender is the agency VML from the WPP group, which will replace the existing agency Ogilvy in the operator's portfolio. The full handover of the agenda will take place in June next year, with the process of transferring competencies and onboarding already underway.
The new partner will be responsible for a comprehensive communication mix, which includes above-the-line (ATL) and below-the-line (BTL) activities, and all services related to retail communication. T-Mobile has decided to stay with the proven WPP network, which also includes its current partner Ogilvy. VML, which is globally active in more than 50 markets and employs over 26,000 professionals, is expected to bring new impetus to the brand as part of an updated marketing strategy.
According to the operator's representatives, the selection process was longer than standard. The reasons included personnel changes in the company's leadership and the need to reset the brand's strategic direction for the upcoming period. Applicants were evaluated based on a wide range of criteria, from creative competencies and strategic thinking to the ability for 360° activation and client service.
“VML convinced us with its deep knowledge of our customers' needs, innovative proposals, and the quality of the team for the assignment,” stated Petar Babić, Commercial Director for Residential Customers at T-Mobile Czech Republic.
For VML, winning this client represents one of the most significant victories in the Czech market recently. According to the agency's management, a deep insight into the market environment and the alignment of the agency team's vision with the client's needs played a crucial role in the decision.
“This success is a testament to hard work, innovative thinking, a well-coordinated team, and a deep understanding of the market,” says Iva Welker, CEO of VML Czechia.
The collaboration with the current agency Ogilvy will continue until the end of May 2026, when the definitive handover of all ongoing projects and campaigns will take place. T-Mobile expects the change to strengthen its market position and improve communication with residential customers and business partners.