US telecom giant Sprint has chosen an unknown London media start-up with the self-conscious title Naked to handle media strategy for the launch of its European internet services – a decision that has arched the eyebrows of some of the continent’s more established practitioners.

When it comes to media buying, however, Sprint’s spirit of adventure takes a back seat to caution and buying is entrusted to the muscle of Bcom3 Group’s MediaVest with which Naked made a joint pitch.

Naked also has unspecified links to Sprint’s recently-appointed and equally obscure creative shop, Amsterdam-based StrawberryFrog [WAMN: 09-Mar-01], which introduced the London start-up to its client.

Naked was chosen, says Sprint marketer Allison Hill, because its “agility and flexibility with our daunting timelines is extremely important.”

The shop has proposed a media mix that includes online ads and e-mail alerts, as well as national and international print ads. According to Naked: “The aim is to put the Sprint brand name on the map in several key markets in Europe and Asia to build credibility and highlight Sprint's innovative approach.”

News source: Advertising Age - International Daily