Sprint Takes More of Its Advertising In-House With New Digital Agency

The brand will continue to work with Droga5 and Horizon Media

Sprint is launching an in-house digital agency.
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It’s become a familiar refrain in recent years: Sprint is increasing its in-house capabilities.

The brand is launching an as-yet-unnamed in-house digital agency, following the creation of its own production studio, YellowFan Studios, last year in a move designed—at least in part—to cut production costs.

According to a brand spokesperson, the move “does not impact Sprint’s relationship with Droga5,” which Sprint named as its agency of record last November, following two years with Deutsch. “Our marketing and advertising campaigns will be closely aligned with the work they do through internal coordination,” the spokesperson added.

A Droga5 representative deferred to the client for comment.

Sprint will also continue to work with independent Horizon Media, which took over as the brand’s media agency of record this past May. Sources told Adweek at the time of the appointment that Horizon was the only participant able to meet Sprint’s cost-cutting requirements, though agency CEO Bill Koenigsberg specifically denied those claims. The telecom company spent $700 million on measured media last year, down from $782 million in 2015.

According to the spokesperson, Sprint’s newly launched agency will be responsible for “display, programmatic and paid search ads” and will “work closely with YellowFan and assess their needs on an ongoing basis.”

“As we continue to transform Sprint, we’re doing things differently and taking bold steps to drive better results and efficiencies, including greatly expanding our digital capabilities,” said Sprint chief digital officer Rob Roy in a statement. “This emphasis on digital, now with new Sprint-based digital marketing talent, allows us to stay on the cutting edge as we work to better attract and serve our customers.”

According to a press release, Sprint is currently looking to hire around 100 new employees in the D.C. area and its Kansas City headquarters for the new digital team, including “experts in creative development for display, programmatic digital media, paid search, media buying and analytics, as well as other digital areas such as care, web development and operations.”

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