Creative Feature

choices,” adds Anne Saulnier, svp and director of creative services. “[Souder] has a huge following of people who want to work with him.”

The agency is rolling out a b-to-b campaign for Sprint PCS that takes a direct hit at AT&T Wireless, a strategy that svp, director of account planning Andrew Clarke says is the product of a “swarming” approach to strategic planning that was instituted by Souder. The shop’s top strategists—Clarke, Maleeny and Mark McNeely, director of strategic development—attack a project in a brief meeting right off the bat to get a broad perspective on a brand and its business problems upfront.