Boost Mobile Picks 180 LA

BOSTON Boost Mobile, a wholly-owned unit of Sprint Nextel, today said it has selected Omnicom Group’s 180 LA to handle creative across its marketing efforts, including TV, print, radio and out-of-home advertising.

Boost has routinely spent about $35 million in measured media in recent years, though sources said spending is expected to rise in 2008.

“After a lengthy review which began with more than 40 agencies and included assigning actual projects to determine how the agencies would work with us in a real-world scenario, there is no question we made the best choice with 180 LA,” said Caralene Robinson, Boost Mobile’s director of brand marketing and entertainment, in a statement.

180 will team with WPP Group’s MindShare, which handles media chores. Freestyle Interactive, the brand’s lead i-shop, will also contribute to upcoming efforts. The business held by those agencies was not in play during the review.

“They have built an incredibly strong and authentic brand in a very competitive business,” said Michael Allen, managing partner at 180 in Los Angeles. “We look forward to collaborating on ideas and bringing them to life.”

The review process began last August with a detailed RFI issued by Sprint’s procurement department.

The creative incumbent was WPP’s Berlin Cameron United in New York, which did not defend.

Independent Attik in San Francisco crafted Boost’s recently unveiled rebranding effort, which included a new logo and sleek look designed to portray Boost’s prepaid PayGo program as a hip option.