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Team One Gets Boost

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Publicis Groupe's Team One has won Boost Mobile, a telecom that plans to launch in the U.S. this month with pay-as-you-go mobile service for teens and young adults.

The account includes creative, promotions and media duties. Team One, in El Segundo, Calif., will break TV, radio, print and outdoor ads on Sept. 16 in California and Nevada test markets. A national rollout is planned for early 2003. Billings are estimated at $10-20 million.

Boost, 66 percent owned by Nextel Communications and 34 percent by Australian shareholders, hired Team One following a review that included at least two other, undisclosed agencies. "We were looking for an agency that understood the youth market and could also work with us," said Boost media director Mark Fewell.

Team One also does work for The Partnership for a Drug-Free America and Teen Line, a crisis-counseling service for teens.

Boost targets consumers ages 15-24; its offerings include mobile accessories and pay-as-you-go mobile service on phones that have games and varying ring tones.

The company's new spots, which use the tagline, "Phones just got fun," show elderly people engaged in youthful pursuits such as skateboarding and attending a rave, said Fewell.

"We can help [Boost] become a huge national player in the next two to three years," said Team One management director Richard Turner.

Other telecoms that offer similar services include Virgin Mobile, which launched a youth-targeted pay-as-you-go wireless service in July, and Cingular Wireless, which debuted its Shoutout Web site in April.