2010 SILVER

TELECOM SERVICES

HOW NEXTEL HELPED AMERICA GET WORK DONE

SPRINT NEXTEL, SPRINT NEXTEL

Bill Morgan, SVP, Corporate Marketing
Mike Goff, VP of Corporate Brand Marketing Communications
Tracy Palmer, Director of Advertising and Digital Communication

GOODBY, SILVERSTEIN & PARTNERS

Rich Silverstein, Co-chairman
Paul Stechschulte, Creative Director
Christian Haas, Associate Partner, Group Creative Director
Michael Davidson, Group Strategy Director
Jennifer Fox, Group Opperations Director
Nicole Strada, Senior Brand Strategist
Heather MacMillan, Brand Strategist

MINDSHARE

After the Sprint merger, Nextel's customers were leaving en masse, and those who stayed lacked confidence in their wireless carrier. Instead of focusing on gaining new customers, Nextel switched its strategy to focus on its base. Nextel began to reexamine how customers used instant communication. With all the time they saved by reaching each other in less than a second, and by not talking much in the process (our target was proudly monosyllabic), they were able to accomplish amazing things. They were getting work done. A lot of work.