The Martin Agency Named Agency of Record for UScellular

The Martin Agency announced today that it’s been named the advertising agency of record for UScellular, the fourth-largest full-service wireless carrier in the United States. With a media spend of more than $100 million, UScellular will partner with Martin to accelerate a 360-degree brand campaign, 'Built for US' to broaden their awareness and influence. 

“Our smartphones have reshaped the way people connect and relate to one another,” said Eric Jagher, chief marketing officer of UScellular. “At the same time, our society and culture are in the midst of a moment of reckoning with our smartphones. The problem isn’t the technology itself, but when it gets out of place and in the way of what really matters. The larger wireless industry doesn’t typically acknowledge the need for larger conversation around how to live WELL with our smartphones, but UScellular is ready to start one. Martin has a reputation for placing brands at the forefront of cultural conversations - so we could think of no better partner to architect the future of the UScellular brand.”

“Nothing inspires us more than partnering with marketers who have the courage and conviction to stand for something bigger than their category,” said Elizabeth Paul, chief strategy officer at The Martin Agency. “With UScellular, there is a shared belief around brands’ responsibility to consumers, diverse voices and culture - and a shared ambition to use their platform to lead meaningful change. We have a responsibility to reward that trust with good work.” 

With a shared mission to fight invisibility, Martin will assist the wireless carrier in building a platform that lets the public know the brand’s mission goes beyond providing a strong, reliable network: they focus on the well-being of their consumers by pioneering ways to live better with technology and connecting people to the things that matter most. 

“UScellular is a brand that’s not afraid to challenge the category and stand for something bigger,” said Kristen Cavallo, CEO at The Martin Agency. “And as the wireless provider that’s placed a focus on connecting the overlooked populations of rural America with the rest of the country, they share our mission to fight invisibility.” 

UScellular joins a list of recent accounts Martin has added to its portfolio, including Anheuser-Busch (Bud Light Seltzer and NÜTRL), LegalShield, Santander and Royal Caribbean.