T-Mobile升级品牌创意体系：Anomaly与Highdive加盟，内部工作室引入超级智能制作
美国移动运营商 T-Mobile（纳斯达克代码：TMUS）11月2日在华盛顿州 Bellevue 宣布其品牌与创意生态的下一阶段升级：任命 Anomaly 为战略品牌转型伙伴，指定 Highdive 为首席创意广告代理，并通过内部的 T-Studios 推进由超级智能（SI）赋能的创意制作。
公司说，这些投入建立在多年标志性创意与营销合作之上；随着公司雄心扩展到无线业务之外，新体系把战略思考、突破性创意与超级智能技术结合起来，放大品牌影响并打开新的增长机会。Anomaly 将帮助塑造品牌的新篇章，Highdive 将主导全企业创意战略与全漏斗广告开发，T-Studios 则整合超级智能工具以加速并扩大创意生产。
「T-Mobile 靠挑战惯例、拥抱大胆想法、改写无线行业的规则，建成了美国最具辨识度的品牌之一，」T-Mobile 执行副总裁兼首席品牌与传播官 Lucy McLellan 说，「我们正进入品牌建设的新时代：杰出人才、大胆创意与新兴技术结合在一起，打开前所未有的可能性。」
Anomaly 将与 T-Mobile 领导层合作制定全企业品牌战略，帮公司把大胆的业务与技术雄心转化为品牌优势，支撑其在新兴行业中的下一轮增长。Anomaly Los Angeles 合伙人兼首席执行官 Khara Wagner 表示，超越无线业务需要同样的变革本能，其工作是塑造把品牌带入新时代的战略。
Highdive 将负责从品牌建设到产品与服务叙事、再到转化型创意的整合全漏斗广告活动。Highdive 联合所有人兼首席执行官 Megan Lally 说，两家公司都拒绝按旧规则行事，将共同打破行业噪声。
在制作端，T-Mobile 正投资建设 T-Studios 的下一代能力，整合超级智能工具以加速内容开发、简化流程并扩大创意规模；公司说，这也将帮助其品牌、产品与服务在消费者越来越多使用超级智能搜索、助手与新兴平台获取信息的环境中，准确、持续地出现。
T-Mobile 总部位于华盛顿州 Bellevue，通过旗下公司提供服务，运营 T-Mobile、Metro by T-Mobile 与 Mint Mobile 等旗舰品牌。
（来源：T-Mobile）
T-Mobile Unveils Next-Generation Brand and Creative Ecosystem With Anomaly and Highdive
T-Mobile (NASDAQ: TMUS) on November 2 in Bellevue, Washington, unveiled the next evolution of its brand and creative ecosystem, appointing Anomaly as strategic brand transformation partner, naming Highdive lead creative advertising agency and advancing super intelligence (SI)-enabled creative production through its in-house T-Studios.
The company said the investments build on years of category-defining creative and marketing, and that, as its ambitions expand beyond wireless, the new system brings together strategic thinking, breakthrough creativity and SI-powered technology to amplify impact and unlock new growth opportunities. Anomaly will help shape the brand's next chapter, Highdive will lead enterprise-wide creative strategy and full-funnel advertising development, and T-Studios will integrate SI-powered capabilities to accelerate and scale creative production.
"T-Mobile has built one of the most distinctive brands in America by challenging conventions, embracing bold ideas and rewriting the rules of wireless," said Lucy McLellan, Executive Vice President and Chief Brand & Communications Officer at T-Mobile. "We're entering an extraordinary new era for brand building, where exceptional talent, bold creativity and emerging technology are coming together to unlock possibilities we've never had before."
Anomaly will partner with T-Mobile leadership to define the enterprise-wide brand strategy, translating the company's bold business and technology ambitions into a distinctive brand advantage for its next era of growth in emerging industries. Khara Wagner, Partner and Chief Executive Officer of Anomaly Los Angeles, said going beyond wireless demands the same instinct for change, and that Anomaly's job is to shape the strategy that carries the brand into its next era.
Highdive will lead integrated, full-funnel creative campaigns, from brand-building ideas to product and service storytelling and conversion-driving creative. Megan Lally, Co-Owner and Chief Executive Officer of Highdive, said both companies refuse to play by the old rules and will break through the category noise together.
On production, T-Mobile is investing in T-Studios, integrating SI-powered tools and capabilities to accelerate content development, streamline workflows and expand creative possibilities, and to help its brand, products and services show up accurately and continuously as customers turn to SI-powered search, assistants and emerging platforms.
Headquartered in Bellevue, Washington, T-Mobile provides services through its subsidiaries and operates its flagship brands, T-Mobile, Metro by T-Mobile and Mint Mobile.
(Source: T-Mobile)
来源：T-Mobile
发布：GSM·美国（发布链接）
图片来源：图：位于华盛顿州 Bellevue 的 T-Mobile 总部大楼夜景。FMM134 摄，CC BY-SA 2.0，经 Wikimedia Commons。 / Photo: T-Mobile headquarters in Bellevue, Washington, at dusk. Photo by FMM134, CC BY-SA 2.0, via Wikimedia Commons.
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