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Business Services Industry

Boost Mobile Names 180 LA as Marketing Agency of Record

Business Wire, May 2, 2008

Agency to Provide Integrated Marketing Campaigns, Strategic Thinking, and Reinforce Brand Equity for Prepaid Wireless Service Provider

IRVINE, Calif. -- Boost Mobile([R]), a wholly-owned division of Sprint Nextel (NYSE: S), announced that it has selected 180 LA as its new marketing agency of record. Effective immediately, 180 LA will provide a breadth of integrated marketing and strategic branding services, including TV, print, radio and out-of-home advertising campaigns aimed at reinforcing Boost's brand equity in the marketplace, and helping the lifestyle brand reach its target customers in both traditional and non-traditional manners.

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As a part of the one-year agreement, 180 LA also will collaborate with Mindshare (Boost's media agency of record), Freestyle Interactive (Boost's interactive agency of record) and other marketing firms supporting Boost Mobile to drive consistent creative execution through all consumer touch points.

"After a lengthy review which began with more than 40 agencies and included assigning actual projects to determine how the agencies would work with us in a real-world scenario, there is no question we made the best choice with 180 LA," said Caralene Robinson, Boost Mobile's Director of Brand Marketing and Entertainment. "180 LA demonstrated exceptional integrated marketing skills, a fresh perspective, great passion and an intense desire to work with Boost. Their innovative and breakthrough ideas will enable Boost to continue to maintain its leading position in the wireless space as a pioneering, differentiated brand, and we are delighted to work with them."

180 LA will immediately begin work on Boost Mobile's next integrated marketing campaign. Expected to launch this summer, the campaign will seek to reinforce Boost's irreverent, humorous and edgy lifestyle brand, while building emotional connections with young consumers.

About 180 LA

180 (www.180amsterdam.com and www.180LA.com) is an international creative agency with offices in Amsterdam and Los Angeles. 180 employs 160+ people from over 25 countries. 180's client roster includes adidas International, Sony Consumer Electronics USA, Sony Corporation, MTV, Opel (General Motors Europe), Amstel Beer, Glenfiddich, Omega Watches and Dr. Pepper.

About Boost Mobile

Boost Mobile is a youth lifestyle brand and division of Sprint Corporation (NYSE: S), that offers premium wireless phones and services with no contracts, credit checks or activation fees. Boost is among the most popular prepaid wireless brands in the U.S. and now has 4.6 million customers as of 2007 - the majority of which are under the age of 26. Boost-branded wireless phones with its exclusive Boost(TM) Walkie-Talkie service are available nationwide at approximately 17,500 major retail and independent wireless dealer locations; with Re-Boost[TM] available at approximately 100,000 locations throughout the U.S. Purchase and experience Boost on the Web at www.boostmobile.com.

Business Services Industry

Boost Mobile Names 180 LA as Marketing Agency of Record

Business Wire, May 2, 2008

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