Sprint Nextel Corporation: Nextel. Done. campaign
Kevin TeagueOVERVIEW
NOTE: Since this essay was first written, Nextel Communications, Inc. merged with Sprint Corporation to form Sprint Nextel Corporation. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
The telecommunications industry underwent such fierce competition during 2003 that many analysts were comparing its advertising climate to the "cola wars" of the previous decade. The fifth-largest wireless-service provider, Nextel Communications, Inc., held 10.5 percent of the industry's market share and achieved revenues reaching $10 billion. The cumulative...