2016 PR People Awards: Brand Marketer of the Year

Winner: Janice Kapner, Senior Vice President, Corporate Communications, T-Mobile

When it comes to brand communications in wireless—one of the nation’s most competitive industries—Janice Kapner is an unparalleled leader and innovator. Since arriving at T-Mobile in September 2013, she has played a key role in crafting and executing the Un-carrier brand movement.

Kapner's work has been a crucial component of T-Mobile’s incredible run of gaining market share and winning customers from its competition. And the gains are not subsiding. T-Mobile is still far outpacing the competition in terms of adding new subscribers, and “aggressive marketing” has been a key factor. Kapner deserves much of the credit.

One example from the over 150 initiatives and campaigns led by Kapner and her 46-person team over the past year: #GetThanked, in which T-Mobile unveiled a set of initiatives dedicated exclusively to thanking customers centered on T-Mobile Tuesdays. In the days leading up to the big announcement, Kapner and her team released several humorous teaser videos featuring CEO John Legere taunting the competition while building hype for the promotion.

Next, in a nationwide simulcast to millions of Un-carrier customers online and on social media, CEO John Legere and Chief Operating Officer Mike Sievert shared the details directly on the day of the announcement. The move was a clear success in the media, with 254 stories and a staggering 3.22 billion social impressions.

Honorable Mentions:

  • Edward Harris, Valley Forge Tourism & Convention Board
  • Simon Hodgkins, Vistatec