Taking back control: Deutsche Telekom on its journey to create a hybrid media model

Deutsche Telekom’s hybrid media model created shock waves when it launched. In a “progressive” overhaul of its operations, the German mobile operator took media strategy and steering in-house and divvied up the rest of its media model into four ‘lots’: media analytics, campaign planning and buying, programmatic buying, and search advertising and affiliate marketing.
The move means one agency no longer has control over Deutsche Telekom’s media budget. Instead,