With new mobile devices and accessories coming to market at a breakneck pace, wireless carriers like T-Mobile face a unique set of marketing challenges. To meet those demands, T-Mobile collaborates with the agile digital teams from The Garrigan Lyman Group (GLG) to launch a steady stream of new marketing offers, devices, and site enhancements every year.
For T-Mobile, agility requires the tight integration of project leads, strategists, designers, developers, and user experience architects to ensure the seamless merger of marketing demands and technology delivery. And all of it must be turned on a dime, in the moment, and at scale.
Cross-functional teams are (1) proficient at launching multiple promotions through numerous channels at once; (2) poised to respond quickly and efficiently to late changes in the marketplace, products, or promotions; and (3) networked to maintain a consistent brand voice across multiple channels.
Marketing agility gives T-Mobile and GLG more than just the ability to zig and zag as needed in the fast-moving wireless category; it also gives the brand the power to re-invent an entire industry.