Sprint Brings on Droga5 as AOR

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Sprint's 'Boardroom Montage'
Sprint's  'Boardroom Montage' Credit: iSpot.tv
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Sprint has appointed Droga5 as its AOR, effective immediately, putting an end to the company's two-year relationship with Deutsch.

No review was held for the business and Sprint didn't have an existing relationship with Droga, but "David Droga's reputation in the ad world speaks for itself," said Dave Tovar, VP-corporate communications at Sprint. He added that the company saw work that Droga has done for other clients and admired the agency's "strategic rigor."

"We're flattered with the fact that they made a firm decision so quickly," said David Droga, founder and creative chairman of the eponymous agency. "It's' amazing for an agency and that's not something we take lightly because that much faith makes us want to double down and live up to their expectations."

Droga is responsible for Sprint's creative, brand strategy, brand positioning and overall brand experience, said Mr. Tovar. Sprint is in the middle of a "multi-year turnaround effort" and the company believes Droga is the right agency to help with its next phase of transformation in such a competitive category, he added. The first creative work from the shop is expected to break early next year.

Sprint had a great run with Deutsch, which it hired at the end of 2014, said Mr. Tovar. "They produced some fantastic creative and we thank them for their valuable contributions," he said.

Representatives from Deutsch were not immediately available for comment. Sprint will continue working with Alma on Hispanic advertising.

In May, Sprint appointed an executive creative director to run its new internal agency named YellowFan Studios, a move that comes as the company works to cut costs across the board. At the time, Deutsch had a round of layoffs, mostly related to Sprint pulling its production work in-house.

Mr. Tovar said YellowFan has helped Sprint control costs and increase its speed to market, and the company will use the studio for production when possible, while collaborating with Droga.

Mr. Droga said working with internal creative departments is not new for the agency and it has worked well for other clients, such as Prudential and Under Armour.

Droga is no longer working with T-Mobile, which brought on the shop for a project in January.

Mr. Tovar declined to discuss budget information on the account. Sprint spent nearly $700 million last year on measured media, according to the Ad Age Datacenter.