• Ad Age, Monday, April 2, 2007 11 AM

Goodby, Silverstein & Partners, San Francisco has snagged the huge Sprint Nextel ad account as the cell phone company tries to pump up sales. The third-largest in its industry, Sprint forked over more than $1 billion in measured media last year, according to TNS Media Intelligence--although a spokeswoman has indicated that number would likely come down. It has been putting a strong investment into sports sponsorships, and has two big long-term deals--one for five years and $600 million with the National Football League sponsorship and a 10-year, $700 million Nascar pact.

"Goodby's sterling reputation and creative talents are second to none and together we will deliver a more integrated and strategic brand execution," Mark Schweitzer, Sprint's chief marketing officer, says. Sprint also liked Goodby's "combination of strategic strength, breakthrough creative execution and outstanding new media integration."

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