TBWA Drops Out of Sprint Creative Review

Agency Was Telecom's Incumbent for Consumer Advertising

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NEW YORK (AdAge.com) -- Omnicom Group's TBWA/Chiat/Day, New York, said it has dropped out of the Sprint creative advertising account review.
Publicis & Hal Riney, San Francisco, Sprint's longtime agency for general advertising and the incumbent on the marketer's business-to-business account, has said it will participate in the pitch. TBWA handled Sprint's consumer advertising.

Sprint executives did not return calls and e-mails seeking comment by deadline.

'Strategic decision'
In a statement released today, TBWA said, "This was a strategic decision made with a clear understanding of Sprint's challenged business situation, and how we can best help them going forward. We remain very committed to Sprint as a partner for the remaining aspects of service including retail and the marketing services assignments we have through Tequila."

The No. 3 telecom company, which spends $1.6 billion in marketing, cited a need for "fresh thinking" when it called the account into review earlier this month.

Meetings with yet undetermined agencies are taking place this week.