Sprint drops Nextel for "Sprint Ahead" branding

Sprint has launched a new advertising campaign that showcases the futuristic feel of multimedia phones and high-speed mobile data services. The campaign, which replaces Sprint's "Power Up" campaign, is called "Sprint Ahead," and is set to launch next week. Sprint has previously been a frontrunner when it comes to selling new services like full-length music and movie downloads, but other carriers, especially Verizon Wireless and AT&T have since entered those areas of mobile content. Sprint CMO Tim Kelly and ad agency Goodby, Silverstein & Partners spearheaded the image overhaul, which coincides nicely with AT&T's iPhone launch this week.

Noticeably absent from the campaign is the "Nextel" brand, which comes as no surprise. "Sprint Nextel Ahead," after all, makes the pun lose its charm. The slogan for "Sprint Ahead" is "Life at SprintSpeed." Sprint has had trouble with its Nextel division because of network issues and subsequent subscriber churn.

Sprint will debut two new television advertisements: one for business customers and another for consumers. Sprint Ahead will also feature print advertisements and an outdoor campaign that will target airports, bus stops and other prominent venues in 26 markets.

For more on Sprint Ahead:
- read this press release

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