Sprint Looks for New Creative Lead Agency

Search said to focus on TV work

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Sprint is looking for a new creative lead agency, sources said. The review is said to be focused on above-the line marketing, much of which is spent on TV.

The telecommunications company spent more than $765 million in media last year, including $448 million on TV time, according to Kantar Media. And in the first quarter of this year, $138 million of Sprint's total $188 million spend went toward TV.

In late 2011, the Overland Park, Kansas company unexpectedly shifted its account from Goodby, Silverstein & Partners to “Team Sprint,” a unit comprised of Publicis Groupe agencies and led by DigitasLBi.

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