Sprint is reviewing its media planning and buying assignment, with an advertising budget of approximately $1.3 billion for fiscal 2016. The company aims to understand consumer behavior and preferences, particularly among Hispanic millennials, as it seeks to tailor its offerings more effectively. The incumbent agency Mediavest is expected to defend its position, while Sprint continues to focus on market growth and network improvements.

1. NEW BUSINESS PITCH
Don't let a 1% difference cost you twice as much.
January 2017

2. NAME BRAND PITCH TYPE
Media
MARKET DATE
January 13 , 2017
The Data You Need to Win This Pitch
DESCRIPTION
Telecom giant Sprint is conducting a review of its media planning and buying assignment, the company confirmed Thursday.
The company had total advertising expenses of $1.3 billion in its fiscal 2016, according to its latest annual report. It’s
estimated that more than $700 million of that total is earmarked for media spend.
MediaVest, part of Publicis Groupe, is the incumbent and is expected to defend. It has handled the assignment since 2011. The
media review follows a creative review that the company held last year. In November it selected Droga5 as its creative AOR.
Sprint Conducts Media
Review
th
U.S.

3. Client Profile / Market
Sprint Corporation, commonly referred to as Sprint, is an American
telecommunications holding company that provides wireless services and
is an internet service provider. It is the fourth largest mobile network
operator in the United States and serves 60.2 million customers, as of
October 2016. The company also offers wireless voice, messaging, and
broadband services through its various subsidiaries under the Boost
Mobile, Virgin Mobile, and Assurance Wireless brands, and wholesale
access to its wireless networks to mobile virtual network operators. The
company is headquartered in Overland Park, Kansas.
FINANCIAL OVERVIEW
- Source: AccessConfidential.com -
COMPANY BACKGROUND
MAIN COMPETITORS
2015 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
32,180
30,000
-
-
-
Mr. Roger Sole
Chief Marketing Officer
Ms. Melinda E. Parks
Marketing Director
DECISION MAKERS by
melinda.parks@sprint.comroger@sprint.com
-

4. Wireless Telecom in the U.S.
250M
Phone Users
In 2016
- Statista.com -
Phone Users
By 2019
270M
- Statista.com -
Number of
subscriptions to
wireless services
(wholesale and retail)
- Statista.com -
395M
Monthly data
traffic per
smartphone in
North America
- Ericsson -
3.7 GB

5. Wireless Telecom in the U.S.
256 B
Total revenue
- Ibisworld.com -
+2.6%
Growth
- Ibisworld.com -
233,686
Number of people
employed
49.3%
Wireless-only Households
288.1 T
Annual Voice Minutes Used
1.89 T
Annual Text Messages
- CTIA.org -
- CTIA.org -
- CTIA.org -
- Ibisworld.com -

6. Market Share by Wireless Subscription
34.9%
32.4%
16.8%
14.4%
1.2%
- Statista.com -

7. 10%
0%
20%
50%
40%
30%
Reasons of Choice
TOP 3 REASONS FOR CHOOSING CURRENT OPERATOR TOP 3 REASONS FOR CHANGING OPERATOR IN THE FUTURE
Data plan costs 4G / LTE Network
availability / quality
Total monthly
subscription cost
(including the
phone, internet,
voice, SMS)
10%
0%
20%
30%
1 2 3
2015 2016
Data plan costs 4G / LTE Network
availability / quality
Total monthly
subscription cost
(including the
phone, internet,
voice, SMS)
1 2 3
2015 2016
- Source: Deloitte -

8. Data Consumption Breakdown
Hispanic
Asian or pacific islander
Black or African American
White
Native American or Alaskan Native
WIFI DATA USAGE PER MONTH
(MBs downloaded & uploaded)
CELLULAR DATA USAGE PER MONTH
(MBs downloaded & uploaded)
The growing Hispanic market is top of mind for marketers
today. As wireless carriers adjust rate plans and look to offer
unlimited data packages, it’s a must to understand how
consumers are using their phones and tailor packages to fit
those needs and wants.
25 - 34
35 - 44
45 - 54
55 - 64
65+
WIFI DATA USAGE PER MONTH
(MBs downloaded & uploaded)
CELLULAR DATA USAGE PER MONTH
(MBs downloaded & uploaded)
CELLULAR NETWORK USAGE BY AGE
18 - 24

9. Stats: Sprint
$32.18B
Operating income first
time positive in
Revenues 2015
$310M
Operating Income
30,000
Employees
9 YEARS

10. Sprint’s Network Performance Improvements
Sprint rolled out its
LTE PLUS NETWORK
In 250 markets
52%
more first place
RootScore Awards
in 70 markets,
as measured in the
second half of 2016
1.37%
Sprint hit its
record-low postpaid
phone churn rate
in fiscal 2Q16
According to the 2016
US Wireless Network
Quality Performance
Report by J.D. Power,
Sprint is ranked
as having the
second-highest network
quality in five out of six
geographic regions of
the US.

11. The 1 Million Project
ONE MILLION
High School students across the United States who
lack internet access will receive a tablet, laptop, or
smartphone on loan from Sprint to help them
complete homework assignments.
The program has tapped nonprofits to recruit students
for its nine-year venture and will provide those selected
with 3 gigabytes of high-speed data a month for the
four years they’re enrolled in high school.
If students go past that allotted data, they’ll still have
access to slower service.

12. Fast Food industry in numbersSprint’s Marketing
MARKETING BUDGET DECLINE
ANNUAL PAID MEDIA SPEND
$1.2 B
$782 M
$504 M
2006 2015
Sprint signed up Paul Marcarelli, who worked for years as Verizon's "Can
you hear me now?" guy, as its own spokesman.
The commercials are part of a comprehensive marketing and
communications plan started at the last NBA Finals. It include TV, print,
radio, digital, online marketing and advertising, plus a social media
campaign, as Sprint goes for a "360-degree approach."
PITCHMAN’S HIJACK
Jan-Sep ‘16

13. HISPANIC
MILLENNIAL
CONSUMERS
QUICK DEFINITION:
Hispanic Millennial Consumers
Hispanic consumers between 18 and 34 years old living in
the United States.
Nielsen not only found that Hispanics have the highest
rates of satisfaction with their mobile providers, but also
that they are the heaviest data users among multicultural
groups.
20%
40%
0
60%
13-17
• • •
•••
18-24 25-34 35-44 45-54 55-64
53%
FEMALE
46%
SINGLE
61%
WITHOUT
CHILDREN
FASHION
LOVERS
1.33x
TECHIES
1.28x
PARTY
GOERS
1.23x
BEAUTY &
WELLNESS
1.32x

14. 58%
Hispanic Millennial
Consumers
Compare the Hispanic Millennial Consumers
Demographic with Sprint’s Audience
Sprint’s audience overlaps
with our Hispanic
Millennial Consumers
demographic by 58% in
top interests, including:
Beauty & Wellness,
Fashion, Technology
and Nightlife

15. HISPANIC MILLENNIAL CONSUMERS:
FASHION
Sprint’s audience over-indexes
as Fashion Lovers (1.25x)
They don’t dedicate much time
to searching new trends
(Swayable Shopaholics 2.05x)
and are obsessed with
accessories (1.91x)
SPRINT’S
AUDIENCE CROSSOVERS
MEN’S CLOTHING CONSUMPTION WOMEN’S CLOTHING CONSUMPTION
TOP FASHION LIFESTYLES TOP FASHION WEBSITES
# NAME PENETRATION REACH AFFINITY
1 Fashion Enthusiasts 13.76% 6.18% 2.05x
2 Trendy 10.90% 9.55% 1.74x
3 Swayable Shopaholics 9.31% 6.28% 1.62x
1 3 5 7 9
SEE MORE
AFFINITY
Makeup Gallery
Yo Amo los Zapatos
Your Next Shoes
Be Glamorous by Lindsay
Amazing Hairstyles

16. HISPANIC MILLENNIAL CONSUMERS:
BEAUTY & WELLNESS
Sprint’s audience over indexes
as Fashion Lovers (1.25x)
They don’t dedicate much time
to searching new trends
(Swayable Shopaholics 2.05x)
and are obsessed with
accessories (1.91x)
FITNESS MEMBERSHIP
TOP BEAUTY LIFESTYLES TOP FASHION WEBSITES
# NAME PENETRATION REACH AFFINITY
1 Cosmetics Connoisseurs 11.07% 5.30% 1.84x
2 Active & Fit 7.91% 2.88% 1.40x
3 Self Applied Style 6.46% 7.14% 1.24x
# NAME PENETRATION REACH AFFINITY
1 Beauty Tips N Tricks 29.75% 0.04% 6.46x
2 IMujer 22.31% 0.64% 4.84x
3 Hairstyle Ideas 20.61% 0.24% 4.47x
CLICK HERE TO KNOW MORE ABOUT THIS TOPIC
SEE MORE
SPRINT’S
AUDIENCE CROSSOVERS

17. HISPANIC MILLENNIAL CONSUMERS:
TECHNOLOGY
Sprint’s audience over indexes
as Fashion Lovers (1.25x)
They don’t dedicate much time
to searching new trends
(Swayable Shopaholics 2.05x)
and are obsessed with
accessories (1.91x)
TOP MOBILE PROVIDERS
TOP TECHNOLOGY LIFESTYLES FAVORITE ELECTRONIC GENRES
# NAME PENETRATION REACH AFFINITY
1 Techno Gamers 7.62% 1.79% 1.59x
2 Tech - Splorers 5.82% 3.14% 1.18x
3 Techno - Phobes 4.69% 6.56% 0.87x
CLICK HERE TO KNOW MORE ABOUT THIS TOPIC
SEE MORE
SPRINT’S
AUDIENCE CROSSOVERS

18. HISPANIC MILLENNIAL CONSUMERS:
NIGHTLIFE
Sprint’s customers under
index as Party Lovers
(0.97x).
They have no substantial
preference between Bars
and Clubs, as both score
1.2x affinity points.
Like Hispanic Millennial
Consumers they are fan of
Latin American Music
(1.28x)
CLICK HERE TO KNOW MORE ABOUT THIS TOPIC
SEE MORE
FAVORITE NIGHTLIFE VENUES FAVORITE MUSIC GENRES
1 1.5 2
AFFINITY
Latin American Music
Reggae & Caribbean Music
Dance & Electronics Music
Urban & Hip-Hop Music
Pop Music
1.2
1.0
0.8
0.6
0.4
Clubs & Discos Bars
AFFINITY
SEE MORE
SPRINT’S
AUDIENCE CROSSOVERS

19. CONSUMER
INSIGHTS SUITE
Discover more about Sprint’s consumers
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on Cubeyou Consumer Insights Suite