Sprint Speeds Towards Its Own Demise

I know the good ad men and ad women of California Street like to invite immense challenges. It’s a way to stay fresh and test one’s mettle.
The Sprint account presents such a challenge.
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According to Ad Age, Sprint Nextel continued to bleed customers (340,000) in the most recent quarter, leading to the resignation today of Gary Forsee as chairman and president-CEO.
After winning the $1.2 billion account earlier this year, Goodby introduced the concept of “Sprint speed” with its “Sprint ahead” campaign. But is this campaign swift enough to help rescue a vessel in distress?
Advertising can only do so much.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.