Dive Brief:

• Wireless carrier Sprint is putting its creative business up for review. 
• In the hunt for a new creative lead agency, Sprint plans to focus on above-the-line marketing with a good percentage focused on TV. 
• Sprint has been revamping all agency relationships since the appointment of new CEO Marcelo Claure in August. Claure ordered termination of all agency relationships after learning that advertising dollars were not cost-effective. 

Dive Insight: 

Sprint spends $800 million a year on advertising, and Claure intends to make sure a big chunk of that is spent wisely. For agencies, winning the creative business of a leading wireless carrier could be the victory of the year.