NEW YORK WPP Group's Berlin Cameron/Red Cell and Mindshare have landed the creative and media portions of Boost Mobile's ad account, the client confirmed.
Sources expect the company to spend up to $50 million on ads over the next year, even though the wireless service spent only $2 million in 2002, per TNS Media Intelligence/CMR. Through April of this year, Boost spent $3 million.
Berlin Cameron in New York won the account after a review in which the other two contenders were the incumbent, Publicis Groupe's Team One in El Segundo, Calif., and Omnicom's TBWA\Chiat\Day. TBWA\C\D in New York picked up the creative portion of Nextel's $150 million account in May following a review. Nextel is Boost's parent company.
Mindshare's Los Angeles office takes over media duties from Aegis Group's Carat's crosstown outpost.
The Irvine, Calif.-based client is eyeing national expansion, which is one of the factors that prompted the review, sources said. So far, the service is available in California and Nevada.