Sprint Taps Figliulo & Partners for TV Creative

Leo Burnett No Longer Handles Broadcast, Remains On Roster

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Sprint has signed on Figiulo & Partners, Ad Age has learned.

It's believed that Mark Figiulo's shop will take on Leo Burnett's above-the-line work, which consisted primarily of TV. Burnett will remain on the roster for below-the-line work such as retail.

Bill Malloy
Bill Malloy

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 stay on.

Figliulo & Partners was formed after Mr. Figliulo, a former TBWA/Chiat/Day creative director, left Chiat in July.

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 reached.

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.

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