What: Sprint Corp. has moved its US$700 million media account from Publicis Groupe’s Mediavest Spark to independent media agency Horizon Media following a review.
Why it matters: Sprint spent around US$700 million on U.S. media in 2016, according to Kantar Media. However, the phone service provider has cut its total advertising costs by US$200 million for each of its last three fiscal years.
Sprint Corp. has moved its US$700 million media account from Publicis Groupe’s Mediavest Spark to independent media agency Horizon Media following a review that kicked off in January. This in one of the largest account changes of the year so far.
The telecom giant also held a cretive review last year, when it selected Droga5 as its creative AOR.Another major lost for Publicis Groupe that has been losing prominant accounts like Wal-Mart, Procter & Gamble, Coca-Cola and Honda. However, the network has also recently won some business, including H&R Block, KFC and P&G in the U.K.
“Horizon Media’s innovative ideas and dynamic approach using traditional and emerging channels is a perfect fit for Sprint as we continue on our transformation,” said Sprint’s marketing chief, Roger Solé, in a statement. “The agency’s unique and fresh perspective will support Sprint in an extremely competitive and continually evolving industry.”
“We are proud of the work we’ve delivered for Sprint during our partnership with them and our team’s dedication to the client,” according to a statement from Mediavest Spark. “We wish Sprint all the best in the future and will approach this transition with the utmost commitment and collaboration.”
Sprint spent around US$700 million on U.S. media in 2016, according to Kantar Media. The spending figure doesn’t include some forms of digital advertising. The phone service provider has cut its total advertising costs by US$200 million for each of its last three fiscal years — from US$1.5 billion in fiscal 2015 to US$1.1 billion in fiscal 2017, which ended in March.
Mediavest | Spark was handling the assignment since 2011. Sprint’s multicultural and Hispanic business will now be run, according to Portada’s Interactive Database of Corporate Marketers and Agency Executives, by Karina Dobarro,VP Managing Director, Multicultural Brand Strategy, and Jerly Marquez, Director, Multicultural Brand Strategy, who both lead Horizon’s multicultural business. Oscar Meza, Manager – Hispanic Media and Community Relations Sprint, confirmed the agency will handle Sprint’s multicultural business and added: “We are still working on the transition and will know more down the line who will handle what areas.”
Also, Miami-based agency Alma DDB won Sprint’s Hispanic Creative business in 2015.