Mr. Solé is currently senior VP-advertising and
acquisition, Hispanic market and innovation, as well as president
of Puerto Rico. In that role he's been overseeing Pinsight Media, a
Sprint division that specializes in mobile advertising, and the
Sprint Accelerator, a mentorship-driven program for startups. He
joined sprint in April from TIM Brazil, Telecom Italia Mobile,
where he was CMO.
Whether Mr. Solé will shake up the company's marketing or
agency relationships remains to be seen. Sprint last December
confirmed it was working with Deutsch, though the shop had already been
working with the company for some months. Figliulo & Partners had been handling the
work ever since it took it over from Leo Burnett in November
Sprint has been facing increasing competition in the carrier
category. This summer saw especially aggressive pitches from the
likes of Verizon and T-Mobile,
the latter of which was just named to
Ad Age's Marketer A-List and has been closing in on Sprint in
terms of subscriber numbers.
T-Mobile's CEO John Legere said early this year that it had
surpassed Sprint to become the No. 3 carrier by subscribers, and
that was confirmed in August after second-quarter results showed
that T-Mobile had supplanted Sprint with 58.9 million subscribers,
versus Sprint's 57.7 million in that quarter.
"Since Roger joined our team here at Sprint, he has been
integrally involved in shaping many of our key acquisition
initiatives that have helped drive the growing momentum we are now
enjoying," said CEO Marcelo Claure in a statement. "Roger has
increased our ability to serve Hispanic customers and has spurred
innovation across the organization. He has exceptional abilities to
connect with consumers, and I'm confident that he will ensure
Sprint is recognized for the differentiated value we offer in the
Mr. Crull's move to a regional executive role comes just a day
after Sprint named regional presidents in Central Texas, North
Carolina and South Carolina, among other states.
Sprint spent more than $828 million on U.S. measured meida last
year, according to Kantar Media.