No More CEO Dan the Man ads
By Amol Sharma
Sprint Nextel’s decision to use CEO Dan Hesse in TV ads was a bold move at a time when public trust in corporate chiefs is at a low point. But now the wireless company says it will soon be rolling out new commercials that don’t feature him.
Mr. Hesse says the ads that feature him have been effective, especially in terms of brand recall. People remember the black-and-white spots with him walking through downtown Manhattan while classical music plays and he talks about the “revolution†of flat-rate data pricing.
But he says there’s only so much of him viewers can take. “I’ll wear out — they’ll get tired of seeing that guy,†he says.
Being a pitchman isn’t...
(continues)
Sprint Nextel’s decision to use CEO Dan Hesse in TV ads was a bold move at a time when public trust in corporate chiefs is at a low point. But now the wireless company says it will soon be rolling out new commercials that don’t feature him.
Mr. Hesse says the ads that feature him have been effective, especially in terms of brand recall. People remember the black-and-white spots with him walking through downtown Manhattan while classical music plays and he talks about the “revolution†of flat-rate data pricing.
But he says there’s only so much of him viewers can take. “I’ll wear out — they’ll get tired of seeing that guy,†he says.
Being a pitchman isn’t...
(continues)
...
