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BtoB

Sprint, Nextel selects TBWA/Chiat Day for brand advertising

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San Francisco—Sprint and Nextel Communications announced that TBWA/Chiat Day has been selected to handle the brand launch and consumer advertising for the combined company. The account is estimated at between $300 million and $500 million. The b-to-b portion of the account will continue to be handled by former Sprint agency Publicis & Hal Riney. The value of the b-to-b account was undisclosed. TBWA/Chiat Day was the agency of record for Nextel. In December, Sprint and Nextel announced plans to merge. New brand advertising will launch this summer.

--Kate Maddox

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