Today, telco Sprint Nextel announced it selected Goodby, Silverstein & Partners to manage its branding and advertising efforts. I think it's a good choice: The agency is best known for creating the "Got Milk?" and, more recently, "It's Comcastic" campaigns. It has worked with the likes of Motorola, Hewlett-Packard and Netflix.com over the years.
More importantly, I am glad that Sprint had finally picked someone, anyone. The company has dawdled with replacing its poorly performing "Power Up" ad campaign long enough. No one quite knows what "Power Up" means. The weak campaign has been blamed in part for Sprint's slowed customer growth. Sprint needs to give its image a face lift, and fast, or watch its subscribers walk out.
Hopefully, Goodby will come up with an equivalent of the memorable "Got Milk?" for Sprint, pronto. Got Sprint, anyone?