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Sprint's cellular spinoff, 360 Communications, is trying to bring consumers full circle with a new campaign introducing the brand and trying to build loyalty and equity.

"In becoming 360, we've lost the Sprint brand name and are launching marketing initiatives from square one," said Deb Diver, director of advertising and retail at 360. "We need to reassure customers and prospects of who we are and what we mean in the cellular marketplace."

Headquartered in Chicago, 360 Communications services about 87 markets in 14 states, including Raleigh, N.C., and Toledo, Ohio.

An estimated $5 million spot TV, local radio and outdoor campaign created by the Martin Agency, Richmond, Va., broke early this month. Ads targeted to the financial community are also running in USA Today, The Wall Street Journal and Barron's.


Humorous spots depict people from all walks of life searching for someone in their lives, such as bosses, uncles, boyfriends and limousine drivers. The campaign carries the tagline, "The search is over. 360 Communications. Access to anyone."

"Through the ads, we wanted to create a personality that's engaging and playful," said Ken Hines, group creative director at the Martin Agency. "With the circular bright green logo, we want to portray friendliness as well as surround customers with both technical ability and customer service. We're challenging them to rethink their cellular decisions."

360 Communications plans to run this campaign through spring and introduce new creative throughout the summer and fall.

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