Butler, Shine's Value Focus Helps Shop Land Leap Unit

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With big players infringing on Leap Wireless International’s niche of low-cost cell-phone service aimed at teens and young adults, Butler, Shine, Stern & Partners’ eight-person team pitched only one idea to win the company’s Cricket Communications subsidiary’s $20-25 million account: simplicity.

Greg Stern, CEO of the independent Sausalito, Calif., agency, said its platform for Cricket played up the client’s unlimited flat rate for local calling.

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