The US telecommunications giant Sprint has appointed the creative
communications agency Naked to handle the media strategy for its launch
into Europe and Asia, while MediaVest has picked up the buying
The media appointments follow on from Sprint's appointment in March of
the Amsterdam-based creative hotshop Strawberry Frog.
Will Collin, a founding partner of Naked, said: 'The aim is to put
Sprint's name on the map in key markets in Europe and Asia, to build
credibility and to highlight Sprint's innovative approach.'
Sprint plans to have a presence in 13 major European and Asian countries
by the end of this year as it looks to push its internet capabilities to
a new audience.
Allison Hill, the senior marketing manager at Sprint Global, said:
'Naked will be assisting Sprint with determining our overall media
strategy and will provide recommendations on an overall plan in
conjunction with MediaVest. Because Naked is more of a small boutique
agency, its agility and flexibility with our daunting timelines is
MediaVest, which was appointed to do the buying by Naked, will head the
buying through its international office in the UK. Rupert Newman,
MediaVest's marketing and new business development director, said: 'We
are looking forward to helping Sprint establish the market position in
Europe and Asia that it has in the US, working closely with Sprint,
Naked and Strawberry Frog to help establish that position.'
Sprint is set to adopt a multimedia strategy, focusing on developing
innovative online advertising and e-mail alerts, as well as a campaign
across the national and international consumer and trade press.
Sprint has its own roster of agencies in the US, including
McCann-Erickson and its media agency, Universal McCann. Naked was
appointed without a pitch.