Sprint has signed on Figiulo & Partners, Ad Age has learned.
It's believed that Mark Figiulo's shop will take on Leo Burnett's above-the-line work, which consisted primarily of TV. Burnett will remain on the roster for below-the-line work such as retail.
Burnett has been the telecom's lead creative agency since late 2011, after then-new Chief Marketing Officer Bill Malloy joined the company. He swiftly dispatched longtime agency Goodby Silverstein & Partners and appointed a Publicis Groupe team known as Team Sprint to direct the carrier's $1.4 billion in U.S. ad spending.
Figliulo & Partners was formed after Mr. Figliulo, a former TBWA/Chiat/Day creative director, left Chiat in July.
The move also comes a few months after Sprint announced that Mr. Malloy will be leaving the company in 2014. A replacement has yet to be named.
Sprint and Leo Burnett did not respond immediately to a request for comment. Figliulo & Partners could not be immediately reached.
Sprint is the 24th-largest ad spender in the U.S., according to Ad Age DataCenter. It spent a total of $1.4 billion in the U.S. on marketing, $810 million of which was for measured media, according to Kantar Media. Its biggest budget medium-wise is for Network TV, with $318 million spent in 2012.
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