If AT&T is the aging giant and MCI the brash upstart, Sprint is the feisty yet plain-spoken newcomer. Or so Sprint's agency, J. Wal" />


If AT&T is the aging giant and MCI the brash upstart, Sprint is the feisty yet plain-spoken newcomer. Or so Sprint's agency, J. Wal" /> Candid Candice -- JWT plays it straight with Sprint <br clear="none"/><br clear="none"/><br clear="none"/><br clear="none"/>If AT&T is the aging giant and MCI the brash upstart, Sprint is the feisty yet plain-spoken newcomer. Or so Sprint's agency, J. Wal | Adweek
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Candid Candice -- JWT plays it straight with Sprint



If AT&T is the aging giant and MCI the brash upstart, Sprint is the feisty yet plain-spoken newcomer. Or so Sprint's agency, J. Wal

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So far, says Golyn, the approach is working. While AT&T and MCI bicker on air over their calling plans, Sprint's Bergen remains refreshingly aloof as calls and leads rise.
But even with the actress and a growing 9-10% of the market (up 2% since Bergen came on board), Sprint still faces enormous problems. 'It's one of the most volatile markets there is,' says Golyn. 'You can be working on a strategy, then the competition can do something, and bang, you have to change it.'
And no matter how Sprint primps, the No. 3 player faces one unavoidable fact: The public doesn't really care about long-distance operators. 'It's a low-interest category, so we need to break through the clutter by being simple and straightforward, clever and fun,' says Golyn. 'The challenge now is, how to keep it fresh?'
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