• Brandweek , Friday, November 14, 2008 11:15 AM

Todd Wasserman talks to Bill Morgan, Sprint Nextel's svp of corporate marketing, about those intriguing new ads that feature CEO Dan Hesse chatting about the "wireless revolution" inside one of those diners you wish was still around.

Why feature Hesse?

"It's all headed toward data and we've changed the entire dialogue in the industry, so having Dan talk about that as well as our customer service improvements, those are things that are really important and demonstrable," Morgan says.

Nielsen IAG analyst Roger Entner says the ads with Hesse "are more and more striking a chord with people." Speaking of chords, Wasserman asks Morgan if the economy is causing people to drop their wireless plans, "or are they pulling the plug on their landlines?"

"We do believe and we've seen strong evidence that people are cutting the chord [sic]," Morgan purportedly replies. The inner copy editor in us cringes, as we leave you to indulge for a few days in The New Frugality (see past week).

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