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Sprint seeks new direction with creative

Sprint Nextel, the nation's third-largest telecom, has put its creative account into review, with a spokeswoman saying the company is "open to any options to bring us back to a competitive position" among its rivals. It wasn't clear whether incumbents TBWA/Chiat/Day, New York (consumer ads) and/or Publicis & Hal Riney, San Francisco (B-to-B) would be invited or would opt to participate in the review. Sprint reportedly has an annual marketing budget of $1.6 billion. Advertising Age (01/03), Adweek (01/03)