CreatAbility, Sprint Hit N.Y.

Sprint PCS strengthened its ties to CreatAbility in Coral Gables, Fla., tapping the shop to handle Hispanic ad duties for metro New York, the client said last week.
At the same time, the telecom said it may conduct an agency review early next year for national Latino assignments, including TV.
CreatAbility won the New York account–which sources estimated at $2 million–following a review with Vanguard Communications in New York, said David Strauss, Sprint PCS director of marketing for the New York metro area. Vanguard was retained to handle local Hispanic public relations.
Next week Sprint PCS will address the Hispanic population of New York for the first time with what Strauss called a “fully integrated marketing and advertising campaign,” including Spanish-language radio, print and direct mail.
Early next year, Sprint PCS will “consider an agency review for national assignments. . . Then we’ll consider what [other U.S.] local marketing groups want to do,” said the client’s Paul McAfee, Southeast vice president of sales and marketing and newly appointed vice president of national ethnic marketing, from Boca Raton, Fla.
CreatAbility appears to have a leg up in any future reviews. The Kansas City, Mo.-based Sprint PCS praised the shop for its Hispanic campaign in South Florida and gave the agency the client’s first national Latino project [Adweek, Oct. 27].
“We absolutely enjoy teaming up with [Sprint PCS] because they demand top strategic thinking,” said agency president Ritchie Lucas.
Sprint PCS is a partnership of Sprint Corp., Telecommunications Inc., Cox Communications and Comcast Corp. Its general market account is handled by Hal Riney & Partners in San Francisco.