Sprint, Overland Park, Kan. Agency: Nicholson Kovac, Kansas City, Mo. Market:
Telecommunications managers, small businesses Quick chase:
We like the metaphor: Sprint can take a jumble of letters and craft a business communication solution for its customers. At a time when small businesses are puzzled over whether to use DSL, cable modems or other systems, Sprint steps forward to offer an affordable high-speed Internet for business for $39.99 a month. To sweeten the pot, Sprint throws in a free month of service, a free router and free activation. Copy does a solid job of going one-on-one with the prospects: "Our dedicated team of small business consultants will get to know your needs and recommend the right package from our family of business-class products and services." Clue:
Sprint spells out a winner.