Thirty million dollars (€34.12m; £21.08m) will underpin the latest bid by German telecoms titan Deutsche Telekom to unify its various global mobile phone brands under its German name, T-Mobile.
The campaign will run initially in three EC member states: the UK, where the brand is established as One2One; Austria, where it is known as Max Mobil; and in the Czech Republic (RadioMobil).
In the US, where the service operates as Voice Stream, the date for rebranding is undecided, as it also is in other national markets.
The campaign is a three-agency affair, all based in Frankfurt: Saatchi & Saatchi is responsible for the creative work; media planning rests with Universal McCann; and media buying with MediaCom.
Data sourced from: AdAgeGlobal.com; additional content by WARC staff