New York—Telecommunications company Sprint Nextel Corp. was recognized today by the Business Marketing Association of New York City as its Communicator of the Year, in recognition of its “Biz 360” marketing campaign aimed at small and midsize businesses.

“It encompassed the age-old balance of heart, science and media,” said Andrea Molette, director-media and corporate marketing at Sprint Nextel, of “Biz 360.” “The campaign tries to understand all the relevant ways to connect with this target market, develop a creative plan with creativity and then execute it.”

Sprint debuted Biz 360 in August as a tailored communications package featuring phones, applications and support directed at small businesses. Molette also recognized Sprint's agency, Mindshare, New York, which developed the Biz 360 effort.

“It's about treating our business owners with the same rigor as consumers,” Molette said. “It's all about connections—asking what the business owner needs and how wireless communications enhances their commerce.”

“BMA's Communicator of the Year award is given in recognition of outstanding b2b marketing communication that advances a general appreciation of the power and contribution of b2b marketing today,” BMA President Ned Clausen said.