Sprint Rolls Out Campaign to Introduce New B-to-B Brand

Effort Is First Major B-to-B Branding Campaign in Nearly a Decade

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Sprint Business, a new brand encompassing Sprint's b-to-b products and services, is rolling out an integrated ad campaign this month to introduce the new business and show how it helps companies keep their employees engaged.

Sprint Business offers solutions in mobility, security, collaboration and communications to businesses of all sizes.

"This is the first pure brand-building business campaign in close to a decade," said Marin Martinovic, director of business marketing at Sprint Business.

The multi-million dollar campaign, with the tagline, "For companies with people in them," was created by Sprint's agency of record Velocity Partners, London. It launched earlier this month with TV, print and online ads, and new print ads are rolling out next week.

"We are seeing a pretty massive shift in demographics around millennials entering the workforce," Mr. Martinovic said, noting that younger workers have a different set of expectations of their employers, with a heavy reliance on mobile devices and collaboration tools to get their jobs done.

"We are focusing on business decision-makers and how we can help them keep their employees more engaged. This is a much different approach than we may have taken a year or two ago, leading with a solution or product," he added.

For example, last year Sprint launched a campaign called "Upgrade to the New Done" to promote Sprint Direct Connect and its product and service capabilities. Over the past few years, Sprint also ran business-focused campaigns including "Now Network" for mobile broadband; "What If…" for Nextel/Sprint Direct Connect; and "What Can You Do with 4G?" for its 4G network services. Earlier this year, the company targeted small businesses with an online campaign.

The new campaign showcases employees, not products.

One TV ad, called "I Work for Them," shows scenes of young professionals at work -- in the office, meeting with customers, delivering products -- while a voiceover of the boss says, "These people carry the whole business on their shoulders…they don't work for me. I work for them."

The TV ad is running on cable networks, on the Sprint Business website and other websites.

Print ads also showcase employees rather than products or solutions.

A new print ad rolling out next week shows millennials on their way to work, with a headline reading, "They doubled your sales in a year."

The ad drives readers to the Sprint Business website, where they can learn more about products and services for mobile, cloud and collaboration.

"We are not just competing with other big carriers but also with smaller solution providers," said Julie Goulding, senior marketing manager at Sprint Business. "In messaging, [competitors] are all talking about mobility and security. Our focus is to shift and focus in on the challenges businesses face. Their No. 1 challenge as an organization is keeping their employees engaged."

Another print ad shows a young businessman appearing to fly through the air, laptop in hand, with a headline reading "Look Ma, no desk," and copy stating, "Your road warriors power your business. Collaboration powers your road warriors."

Print ads are running in national business publications including Bloomberg BusinessWeek, Forbes, Fortune, Inc., The New York Times and The Wall Street Journal. Online ads are running on sites including Fast Co., Fox Business and Huffington Post. TV ads are running on national cable networks.

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