Grey Leads Sprint Repositioning

Grey Advertising is launching a business-to- business campaign for Sprint that is the first step in a complete repositioning of the brand. The client’s other roster shops are expected to take up the strategy.
Grey’s campaign, which breaks April 19, is tagged, “Sprint. The point of contact,” and includes TV, print, radio and interactive efforts. It was developed by senior creative director Dave Tutin, who recently joined the New York shop from McCann-Erickson, San Francisco, where he worked on AT&T Wireless.
“This is something we’ve been wanting to do for a long time,” said Mark Bauman, director of Sprint’s brand investment group.