Although the advertiser owns Emetriq, Hahn and Louw stressed there are no plans to move ad buying into the main media team. 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. "We are now able to focus our efforts more closely on what we do best, which is creating content that people want to see," said David Weil, head of marketing at Deutsche's consumer division.
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. "We are now able to focus our efforts more closely on what we do best, which is creating content that people want to see," said David Weil, head of marketing at Deutsche's consumer division.