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Unbelievable job by Digitas in winning Sprint - and being the lead agency, with Leo Burnett playing the supporting role: http://newbusinessconference.com/agenda/
I think we're about to see more of these situations where the digital shops start to take the lead. It's about time. Curious what the panel will have to say about this.
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.
William Y, Mar 2, 2012
Looking forward to an international perspective here.
Carla Suarez, Mar 27, 2012
I have heard some of these guys speak before. Some don't really bring anything new to the table and some are really inspiring. I won't say who falls into which category….
Trini Sevilla, UK, Apr 3, 2012
I am with Trina - and I think I know why she may have been disappointed. If we are promoting proactive marketing to our clients, we must walk the talk...rather than believe "if we have the talent, the work will come". This is completely backwards of what marketing stands for! I'm not saying agencies need the major ad campaigns of a B2C brand, but they can do better than THAT. And like Trina, I won't single people out, but that statement, and variations of it, were repeated numerous times at this session...especially when asked what they did to drive in new business. I'm glad there were other sessions today that advocated more proactive ways to prospect and pitch better.
I think we're about to see more of these situations where the digital shops start to take the lead. It's about time. Curious what the panel will have to say about this.
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.