More Sprint to Riney

Shop’s Good Fortunes Extend to Broadband
LOS ANGELES–Publicis & Hal Riney is adding another connection to client Sprint.
Riney’s San Francisco office last week was chosen over six other shops for the $20-25 million creative and media account of the Sprint Broadband Wireless Group.
The news comes on the heels of the shop grabbing the full-service $50 million account and the $10 million ReplayTV business [Adweek, Jan. 10].
Sprint would not comment on the broadband deal, or its decision last week to relieve Grey Advertising, New York, from business-to-business ad duties.
Riney’s will break broadband ads in four markets this spring. The business augments Riney’s three-year-plus relationship with Sprint PCS.
“It’s a big win,” said Keith Sherman, senior vice president, account director for PCS and broadband. “High-speed Internet access is where the industry is heading.”
Similar to DSL service, Sprint broadband uses a satellite dish to create a wireless connection for customer PCs.
Teasers for will break in late February, followed by a TV, outdoor, Internet and print blitz in the second quarter, said Eileen Ratnofsky, senior manager of communication at Discovery Channel Online.
The showcases news, real-time expeditions and features. It is a service of Discovery Enterprises Worldwide, a unit of Discovery Communications, Bethesda, Md.
The client chose Riney for its understanding of the brand and ability to take its online properties to the next level, said Ratnofsky. K