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Goodby Beats Ogilvy to Sprint Account

Goodby, Silverstein & Partners beat out Ogilvy & Mather to land creative duties estimated at $40 million on Sprint Nextel's account, according to AdWeek.

Sprint launched the review in January and on Tuesday cut the field down to two: Omnicom Group's Goodby in San Francisco and WPP Group's Ogilvy in New York, eliminating WPP's Young & Rubicam, New York.

Sprint's current "Power up" campaign focuses on Sprint's network capabilities; that's similar to the positioning of No. 2 Verizon Wireless, which since October 2005 has used the tagline, "It's the network."

Sprint, the No. 3 telecommunications player, spends about $1.2 billion annually in major measured media.

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