Deutsche Telekom 's decision to use several agencies rather than a single media company for its advertising campaigns is starting to pay off . It 's taken its own planning and buying in - house but spread the various tasks among companies like : Emetriq , Group M , Google and Objective Partners . For Deutsche Telekom to change the way it tracks its media, it will need measurement that its finance team can understand. The competing agencies have already successfully worked together on a campaign in the Netherlands . Deutsche Post 's increased spend with Microsoft and Google prompted the change , which includes punishments for non - collaboration .
Deutsche Telekom 's decision to use several agencies rather than a single media company for its advertising campaigns is starting to pay off . It 's taken its own planning and buying in - house but spread the various tasks among companies like : Emetriq , Group M , Google and Objective Partners . The competing agencies have already successfully worked together on a campaign in the Netherlands . Deutsche Post 's increased spend with Microsoft and Google prompted the change , which includes punishments for non - collaboration .