For two years, John Legere, T-Mobile's acerbic CEO, has taken to Twitter to trash talk his fellow wireless chief executives -- and received no retorts. Last night, he finally got one.
Sprint CEO Marcelo Claure chimed in after Mr. Legere blasted Sprint's third quarter ad. Mr. Legere, with his typical flare, dubbed his rival's ad "half-assed."
Both wireless carriers, brawling for third-place in the heated category, invested heavily in Super Bowl. T-Mobile ran two spots and teamed with Twitter on a social-heavy campaign. In the third quarter, Sprint's ad called out bigger foes Verizon and AT&T, which were also targeted on the brand's social media account.
But it seems Mr. Claure couldn't resist Mr. Legere's baiting.
Since taking the helm in August, Mr. Claure has revamped Sprint's marketing in an attempt to assert its value amid a considerable subscriber loss. Part of that revamp includes a more public role for the CEO, akin to T-Mobile. Mr. Claure has starred in the company's ads, and unlike the straight-laced honchos at Verizon and AT&T, grown more active on social media.
That activity has ventured into Mr. Legere's bombastic territory. After his "high road" post, however, Mr. Claure did not respond further to his peer, though he did retweet a few posts, including at least one that painted his rival in an unflattering light.