Sprint tapped McCann Relationship Marketing, New York, to handle advertising and direct marketing for its Sprint Business division. There was no formal review. The b-to-b unit had parted ways with Grey Worldwide in January after announcing it was shifting from mass advertising to more customer-focused marketing. McCann, which already handles customer-acquisition and direct response TV work for Sprint, will focus on consumer branding as well as direct response advertising for Sprint Business. Spending was not disclosed. At Grey, spending on the Sprint account had been as high as $50 million.
Copyright June 2000, Crain Communications Inc.