Sprint Business goes with McCann Relationship Marketing

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Dallas--Sprint has awarded its Sprint Business advertising and direct marketing account to McCann Relationship Marketing Worldwide (MRM), the customer relationship marketing unit of McCann-Erickson WorldGroup. Sprint said in a press release that the move emphasizes a commitment to ``direct-to-customer marketing and relationship building with business customers and prospects.'' The move solidifies the relationship between Sprint and MRM, which already was a roster agency. The deal comes as Sprint Business, Overland Park, Kan., increases competition for b-to-b clients in such areas as long-distance service and wireless, where Nextel Communications has been a dominant marketer.
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