Strawberry Frog lands Sprint branding campaign

Strawberry Frog has been appointed by Sprint, the US telecoms giant, to launch the brand outside the US.

Strawberry Frog has been appointed by Sprint, the US telecoms giant, to launch the brand outside the US.

The Amsterdam-based shop, which calls itself a 'cross-border agency', won the business in a 'private review', which did not extend to a formal pitch.

Brian Elliott, a founding partner of Strawberry Frog, said: 'Sprint is a strong brand in the US. We will help the company to build a compelling brand image in Europe and Asia based on its cutting-edge technology and reputation for strong service. We have to create a brand that people will find fresh and exciting.'

Last year, Sprint's plans for a merger with MCI Worldcom were thwarted by the competition authorities. Sprint has since acted quickly to put in the groundwork for a solo global launch based on its internet capabilities, and plans to have a presence in 13 major European and Asian countries by the end of 2001.

London will be one of the first cities to feature in Sprint's global roll-out, and should see Strawberry Frog's work for the brand in May.

'It is a global launch, but the individual city launches are also an important way to build sensation around the brand,' Elliott added.

Strawberry Frog's sister agency Blueberry Frog will work on both guerilla and interactive marketing activity to support the primary advertising campaign.

Sprint has its own roster of agencies in the US, which includes McCann-Erickson and its media arm, Universal McCann. Media arrangements for the global roll-out are still under review and will be finalised in the next few weeks. The launch budget has not been disclosed.

Strawberry Frog's other clients include Microsoft's MSN, Motorola's V-box and Credit Suisse.


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