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?'
Copyright Adweek L.P. (1993)