Burnett has been the telecom's lead creative agency since late
2011, after then-new Chief Marketing Officer Bill Malloy joined the
company. He swiftly dispatched longtime agency Goodby Silverstein & Partners and
appointed a Publicis Groupe team known as Team Sprint to direct the
carrier's $1.4 billion in U.S. ad spending.
Although Burnett was the creative agency, the account was led by
sibling agency Digitas, which will remain on the business.
Publicis' MediaVest, which handles media, will also
Figliulo & Partners was formed after Mr. Figliulo, a former
TBWA/Chiat/Day creative director, left Chiat
The move also comes a few months after Sprint announced that Mr.
Malloy will be leaving the company in 2014. A replacement has yet to be named.
Sprint and Leo Burnett did not respond immediately to a request
for comment. Figliulo & Partners could not be immediately
Sprint is the 24th-largest ad spender in the U.S., according to
Ad Age DataCenter. It spent a total of $1.4 billion in the U.S. on
marketing, $810 million of which was for measured media, according
to Kantar Media. Its biggest budget medium-wise is for Network TV,
with $318 million spent in 2012.