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Sprint is close to naming a new agency to create broadcast ads at a crucial time in the company's history.
Deutsch L.A. is in advanced negotiations to handle the assignment, which is worth more than $20 million in annual revenue, according to sources. In media, Sprint spends about $450 million annually on broadcast ads.
Sprint, which badly trails market leaders AT&T and Verizon, finds itself in battle with T-Mobile to become a viable alternative to the big boys.
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