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German telecommunications giant Deutsche Telekom is rolling out a new media operating model in Europe that takes the strategy portion in-house and farms out other media tasks to different agencies, calling it a “radical redefinition” of its media management approach. But it says it won’t have any implications on how subsidiary T-Mobile U.S. handles its own media.

The company said it last did a major, open media pitch over a decade ago, and has worked with GroupM agencies in Europe since then. When it decided to run another pitch last year, it realized how much the media world had changed, and decided it would look for a new kind of model, says Christian Hahn, VP of Marketing, Communications Strategy at Deutsche Telekom.

The company has broken up its media processes into five “Lots”: media strategy and steering; media analytics services; campaign planning and buying services; programmatic buying operation services; and search advertising and affiliate marketing services.

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