Deutsche Telekom's decision to use several companies rather than a single media agency for its advertising campaigns is starting to pay dividends. It's taken its own planning and buying in-house but spread the various tasks among companies including subsidiary Emetriq , Facebook and Google , Group M . The competing agencies have already successfully worked together on a campaign in the Bonn . Neustar and Objective Partners increased spend with Group M prompted the change, which includes punishments for non-collaboration.
Deutsche Telekom's decision to use several companies rather than a single media agency for its advertising campaigns is starting to pay dividends. It's taken its own planning and buying in-house but spread the various tasks among companies including subsidiary Emetriq, Group M, Neustar and Objective Partners. The competing agencies have already successfully worked together on a campaign in the Netherlands. Deutsche Telekom's increased spend with Facebook and Google prompted the change, which includes punishments for non-collaboration.