Sprint Corp.'s business unit and Grey Advertising, New York, Jan. 11 ended the companies' six-year relationship. Sprint Business, Kansas City, Mo., spent about $50 million in advertising last year. Sprint's other roster shops will take on those responsibilities; McCann-Erickson Worldwide, New York, handles consumer advertising, while Publicis & Hal Riney, San Francisco, has wireless, D'Arcy Masius Benton & Bowles has Sprint's high-speed service and U.S. Interactive handles Internet advertising. Sprint Business also is expected to change focus from mass media advertising to a one-to-one approach with direct mail and online efforts. For now, Grey will continue to handle corporate creative and media buying, which was estimated at $30 million last year. Sprint's ad budget is expected to be significantly scaled back this year as the company prepares for its merger with MCI WorldCom.
Copyright January 2000, Crain Communications Inc.