Goodby Loses Sprint to Publicis Team

Telecom giant shifts lead role to Digitas, supported by Leo Burnett

Sprint is shifting its sizable account out of Omnicom-owned Goodby, Silverstein & Partners to "Team Sprint," a unit comprised of talent from Publicis agencies and led by Digitas.

"Team Sprint, a brand-dedicated agency ecosystem, provides an integrated, collaborative environment where the focus is on consumer needs, today and in the future,” said Sprint chief marketing officer Bill Malloy in a statement. The assignment will include brand strategy, advertising, digital, offline media, digital buying, and analytics. The team, led by Digitas president Tony Weisman, will include Leo Burnett.

Sprint spent approximately $559 million across media in the first half of 2011, according to Kantar estimates. GS&P has served as Sprint's lead creative agency since 2007. At that time, estimated revenue on the business was $40 million.

GS&P confirmed Thursday losing the account. “We are phenomenally proud of the work we’ve done for the brand over the past five years," says an agency spokesperson. "We are moving on and are open for business.”

Still, the news comes as an untimely blow to the San Francisco-based agency, which announced resigning what remained of a 16-year relationship with Hewlett Packard last month. Meanwhile, the U.S. Chevrolet business it was awarded in 2010 at Publicis's expense is currently under review as part of the GM brand's efforts to streamline its global roster.