Euro RSCG Expands Sprint Nextel Relationship

Euro RSCG has expanded its relationship with key client Sprint Nextel, adding mobile marketing duties, the Havas agency said today.

The creative assignment, which Buongiorno USA in Los Gatos, Calif., previously handled, shifted after a review. Account revenue was not disclosed.

Euro RSCG will manage the business at its Chicago office, which already handles traditional direct marketing, e-mail marketing and some Web site development for the client, said an agency representative. The shop’s relationship with Sprint dates back to 2002.

Bronson Broockerd, general manager of direct, e-mail and mobile marketing at Sprint Nextel in Overland Park, Kan., attributed the shift to Euro RSCG’s “integrated approach [which] leverages mobile as an intuitive part of lifecycle campaigns and enhances the consumer experience.”

Buongiorno remains on the client’s roster of agencies, with other assignments.

Sprint Nextel’s lead creative and media agencies are Omnicom Group’s Goodby, Silverstein & Partners in San Francisco and WPP Group’s Mindshare in New York, respectively.

The client’s major media spending totaled nearly $710 million in 2009 and about $470 million in the first 10 months of 2010, according to Nielsen. Those figures don’t include online spending.