Sprint Consolidates $750 Mil. Media at MindShare

BOSTON Sprint Nextel today confirmed consolidating its media buying and planning account at MindShare following a review.

WPP Group’s MindShare in New York prevailed over roster mate Starcom, a Publicis Groupe-owned agency in Chicago, a client representative said.

Prior to last year’s merger, MindShare handled media for Nextel and Starcom worked for Sprint.

Since then, the business had been split between the two agencies, with MindShare handling business-to-business and Starcom working on consumer chores. Those functions have now been combined into one centralized marketing office, and that restructuring in turn led to the consolidation of media at a single shop, the rep said.

The budget was not disclosed, but the combined Sprint Nextel entity spent close to $750 million on ads last year, per Nielsen Monitor-Plus.

Agency officials could not immediately be reached for comment.

Omnicom Group’s TBWA\Chiat\Day in New York and Publicis & Hal Riney in San Francisco respectively handle the client’s consumer and b-to-b creative.

The client rep said there is no plan to consolidate creative duties.

The company’s recent ads have been tagged, “Yes, you can.”