Naked and MediaVest win Sprint media task

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

extremely important.'

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.

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