Sprint Cites More Direct Approach as Reason for Ending Grey Relationship

Sprint Corp.'s business-to-business division, Dallas, TX, and Grey Advertising, New York, agreed to end their six-year marketing relationship, citing a desire to get closer to customers by switching its marketing focus from mass advertising to direct and online advertising.

Grey will continue to handle corporate brand advertising and media planning for $17 billion telecommunication giant's business division. No formal search for a new agency has been initiated; according to a statement, Sprint will rely on its other roster agencies to execute the new strategy.
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