It is the first time that the mobile operator has hired a UK branding agency on a retained basis, having previously made appointments only on a project basis.
Initially, Dave is expected to focus on creating a ‘brand toolkit' to develop communications, proposition and product naming. T-Mobile's five-year strategy will build on its ongoing ‘Life's for sharing' ad campaign.
Last month, it held a flash-mob karaoke event in Trafalgar Square as part of the campaign. The event involved 13,000 people and featured a live performance by pop star Pink.
Lysa Hardy, head of brand and communications at T-Mobile, said: ‘This campaign allows us to let people learn a bit more about us as a company on a more emotional level, whilst showing how our products and services are always on hand to enable sharing.'
In April, T-Mobile UK appointed Srini Gopalan as chief marketing officer. Gopalan, who took up the role this week, will be responsible for revenue development through CRM, loyalty and retention, brand development and all marketing communications.
He joins from Capital One Bank, where he was managing director for Europe.