Sprint will return to the Super Bowl this year with a 30-second spot from Droga5. The ad will run in the second quarter of the game and marks the brand's fifth Super Bowl appearance to date.
Telecom giant Sprint has placed its media planning and buying business in review for the first time in over 10 years. Vice president of corporate communications David Tovar confirmed that the company issued an RFP to "several firms" today including incumbent MediaVest, which has handled the account since 2011.
Today Sprint announced that it named Droga5 as its new creative agency of record after two years with Deutsch. Vp of corporate communications David Tovar confirmed that the fourth-largest telecom company in the U.S. moved its account to Droga5 without a review, and that the agency will continue working with Omnicom's Alma on Hispanic marketing.
Complaining about wireless providers is quickly replacing overeating as the great American pastime. The four big providers—AT&T, Verizon, Sprint and T-Mobile—have spent years and hundreds of millions of dollars in their attempts to endear themselves to consumers. Their efforts might actually be working, based on social chatter.
The wireless wars have been getting notoriously dirty, and now Sprint has come up with the most deviously clever attack yet—signing up Paul Marcarelli, who worked for years as Verizon's "Can you hear me now?" guy, as its own spokesman.
If you hop on a double-decker tourist bus in New York, San Francisco, Los Angeles or Chicago, you'll likely see a targeted mobile ad thanks to Vector Media's geofencing and beacon-based ads platform. No situation is too small for marketing nowadays—indeed, a double-decker bus ad network actually exists.
April was Distracted Driving Awareness month, and Sprint saved one of the most eye-catching PSA for last—unveiling the sculpture above in downtown Miami last Friday. Titled "The Last Emoji," it was made by ad agency Alma from a junkyard wreck and warns Miami drivers of the dangers of texting and driving. According to Alma, Florida is one of the only states that doesn't list texting while driving as a primary offense, so Magnacom Worldwide secured a prime location at 1200 Brickell Avenue in downtown Miami to reach commuters.
After seven months on the job, Kevin Crull is out as Sprint's chief marketing officer, replaced by Roger Solé, who has led the company's Hispanic advertising and acquisition efforts and served as president of its operations in Puerto Rico.
Sears Hometown and Outlet Stores, a retailer fighting for every sale, has evidently found a weapon in Google's Local Inventory Ads that it says works to drive consumers to its stores.
Looks like T-Mobile won't be the only mobile provider on the Super Bowl. Sprint has purchased 30 seconds in the third quarter and will begin teasing the ad later today.