Sprint, the nation's No. 3 telecom provider, is looking for " a differentiated message" according to company spokeswoman Mary Nell Westbrook. It is looking for a way to get back to a competitive position.
Publicis & Hal Riney to developed the "Sprint guy," actor Brian Baker who wore a black trenchcoat and spoke about Sprint's wireless services. However, virtually every other wireless phone provider (i.e. Verizon, Cincinnati Bell) has created "guy" to promote its brand. Sprint feels sending a different message to consumers may prove more effective in its attempt to regain momentum in the marketplace.
Source: Adage
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