T-Mobile International AG & Company KG: Get More campaign
Kevin TeagueOVERVIEW
As the telecommunication industry spent $5.8 billion on consumer advertising in 2003, top competitors formulated brand identities that would gain them footholds in the industry. The Sprint PCS Group created advertising to boast its all-digital, nationwide service loaded with features, whereas Cellco Partnership's Verizon Wireless, the biggest advertising spender and wireless provider in the United States, branded Verizon Wireless as a high-quality service with its "Can You Hear Me Now?" campaign. When Europe's largest telecommunications company, Deutsche Telekom AG, acquired the U.S. telecommunications companies VoiceStream Wireless and Powertel,...