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Sprint Seeks New Lead Creative Agency

Sprint FramilySources told Adweek that Sprint is seeking a new lead creative agency.

According to the publication’s sources, the review will be focused on above-the-line marketing, most of which is spent on television. Sprint spends approximately $800 million on measured media annually. According to Adweek, it’s still unclear if the review also includes digital work, which is currently handled by DigitasLBi.

Sprint has a somewhat unusual history of agency relationships. In 2011, the company unexpectedly shifted its advertising duties from Goodby, Silverstein & Partners to a team consisting of various Publicis Groupe agencies, led by DigitasLBi, who worked in conjunction with Leo Burnett on broadcast advertising. However, last year Sprint assigned those duties to Figliulo & Partners, who created the recent “Framily” campaign. (With Sprint abandoning that plan, and now searching for a new agency, it seems the Frobinsons may have seen their moment pass.)

The move doesn’t exactly come as a surprise, given these comments made by Masayoshi Son, CEO of Sprint parent company Softbank:

“Sprint spends a large amount of money on advertising every year, but its effects have been almost negligible. I directed the Sprint executives to terminate all existing contracts with the company’s advertising agencies. We will shortly start from scratch on advertising, with new agents also making proposals.”

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