Sprint Nextel alters marketing message, juggles executives

Sprint Nextel Corp. will take a new advertising tack starting July 1, as it launches a campaign with the tagline “Sprint Ahead.”
The new campaign is designed to “[reflect] the value its products and services add to people’s lives,” according to the carrier. The carrier said the campaign will focus on how consumers and businesses are “using and benefiting from Sprint’s technology today and how they will in the future,” focusing on the key attribute of speed-or as the campaign calls it, “SprintSpeed.”
Tim Kelly, Sprint Nextel’s chief marketing officer, said the campaign “[changes] the conversation about wireless.”
“Beginning in a few days, Sprint will move ahead of its competitors, who continue to harp on the industry’s shortcomings such as dropped calls, minutes and pricing plans. Instead of ignoring the amazing things people do with their mobile devices, Sprint’s new approach to the market embraces the awesome ways our innovative technology adds real value to the lives of our customers.”
The most recent change to Sprint Nextel’s marketing comes nine months after it launched its “Power Up” campaign focusing on the “power” of its network. The new campaign was created by San Francisco-based Goodby, Silverstein & Partners.
The carrier also is making some leadership changes. Sprint Nextel announced that it named Keith Cowan president of strategic planning and corporate initiatives. Cowan was most recently an executive vice president at Genuine Parts Co. and a ten-year veteran of the former BellSouth Corp. Cowan is set to assume the post on July 9 and oversee initiatives such as Sprint Nextel’s WiMAX network, its joint venture with cable companies and overall corporate strategic planning. Cowan will report to chairman and CEO Gary Forsee.
Meanwhile, Jim Patterson, currently vice president of cable solutions for Sprint Nextel, will take over as acting president of the cable JV. John Garcia, who led the launch of the joint venture, will assume the role of senior vice president of product management and development and drive the carrier’s product roadmap, reporting to Kelly. The company said Garcia also will continue to have responsibility for product development for the Pivot brand (offered through the joint venture) and maintain management of Sprint Nextel’s mobile virtual network operator program.