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.
