The World: Los Angeles - Boost calls pitch for $35m creative account

Boost, the Sprint Nextel-owned mobile brand aimed primarily at young consumers, is reviewing the creative assignment on its $35 million account.

WPP's Berlin Cameron in New York, the incumbent on the account, is expected to join the contest. Media, which is handled by the WPP-owned MindShare in Los Angeles, is not affected by the review.

Boost is said to want creative work to enhance its appeal to 14- to 34-year-old "street-savvy, irreverent youth who live large, yet hunger for the next level in their lives".

Boost's creative work was originally handled by Publicis Groupe's Team One in El Segundo, California. The business moved to Berlin Cameron in 2003 when Boost was acquired by Nextel Communications.

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