Update (1/4): Digital marketing veteran Rob Roy has been hired as chief digital officer, taking Sprint to 100, the highest score possible in our cocktail jokes, I'd suggest a different tack when sending intro emails.
So, even though Droga5 was just named creative AOR (more info below), digital, media and other service providers should keep pitching. Reviews in these areas often follow creative agency shifts, and vice versa. Further, Roy, who will report to Kevin Crull, omnichannel sales president, is a new key digital decision maker and may look to new partners to help transform both sprint.com and boostmobile.com.
For example, he's tasked with utilizing marketing automation and personalization to improve customer experience. Reach out immediately since Roy actually left Comcast in the summer and planned to start at Sprint on June 29, well before the official announcement of his hire was made in December.
Sellers - with a new campaign coming, look for Sprint's traditional and digital advertising levels to be up again (more info below). Digital spending plummeted the last year, per MediaVest / Spark, NY handles media.
Experience: For the last year, Roy was Comcast's digital revenue SVP and head of e-commerce, as well. Before that, he spent five years at Time Warner Cable, culminating as group VP and head of e-commerce and digital marketing.
Below was originally posted on 11/4:
Opportunity: here) and has been slowing taking work in-house from IPG’s Deutsch LA, creative AOR since 2014. This is why we always say no account is safe. New CMO + four quarters or more of struggles = pitch!
Sellers - expect Sprint's higher ad activity to continue for another revival campaign next year. Pathmatics. Hopefully, this trend will flip next year as Sprint works to court millennials away from competitors.
Agencies - Omnicom's MediaVest / Spark, NY still appears to have media. We'll keep you posted as we learn more.
Media Spend: Sprint spent $544.6 million on measured media last year, up 59% from $343.5 million in 2014, according to Kantar Media. The bulk of spending last year, almost $400 million, went to broadcast ads. Most of the remainder supported radio, display, newspaper and out-of-home (OOH) ads.
TV Breakdown: $433.2 million has gone to national TV ads (see breakdown right) since last November, a huge increase from the $283.5 million spent during the same prior year period, according to iSpot.tv.
Digital Breakdown: Since last November, about $53 million has gone to desktop, mobile and video ads, less than the $59 million Sprint spent on desktop alone during the same period a year earlier. Pathmatics reports that $24 million has gone to 6 billion desktop impressions the last year, 74% of which were bought from the Amazon ad network. As such, amazon.com ran the bulk of Sprint's ads, with $16.4 million garnering 4 million impressions. Other top targeted sites included ebay.com, nascar.com, walmart.com, imdb.com and espn.com.
$3.6 million went to 1.2 billion mobile impressions, most of which were also bought from and placed on Amazon.
$12 million garnered 971.9 million video impressions, 56% of which were purchased direct from sites such asyoutube.com, yahoo.com, cnet.com, realtor.co and nascar.com.
6200 Sprint Parkway
Overland Park, KS 66251
Chief Marketing Officer
President, Omnichannel Sales
Chief Digital Officer
Vice President, Brand, Advertising & Social Media
Direct Dial: (913) 315-1038