Sprint Corp. has selected Grey Advertising, New York, to handle its corporate branding strategy. While the account was estimated at $40 million, Grey will initially only spearhead an analysis of all of Sprint's advertising and assess the need for a branding campaign. Grey, which handles the Sprint Business account, edged out Sprint's consumer agency, J. Walter Thompson USA, San Francisco, for the assignment. Hal Riney & Partners, San Francisco, which handles Sprint PCS, also participated in the review but dropped out earlier this year.
Copyright May 1997, Crain Communications Inc.