Sprint's Hesse looks to revive corporate culture

Sprint CEO Daniel R. Hesse attempts to inspire staff and customers in an effort to combat past missteps and growing competition from other cellular providers, reports The New York Times.

Sprint CEO Daniel R. Hesse attempts to inspire staff and customers in an effort to combat past missteps and growing competition from other cellular providers, reports The New York Times.

Besides starring in Sprint commercials and soliciting e-mail complaints, he provided employees with a DVD of the Shackleton to play out a survival metaphor that, according to the Kansas City Star, he's used in leadership posts at other companies. The Star writes, “A big takeaway from the profile is the lack of accountability that Hesse found within Sprint when he first arrived…The turnaround buzz about Sprint seems to growing louder and louder these days.”

 

The Star also highlight's Sprint's guerilla marketing campaign for the Samsung Instinct phone. The initiative includes film theme ads on its Web site and a contest invoking users to create a home video for YouTube that incorporates the Instinct. 

 

Also:

 

Gawker follows the Fox PR saga with a profile of Irena Briganti, Fox's VP of media relations.

 

Universal promotes Hellboy with “viral video bait,” including various short clips featuring the character on NBC channels.

 

Vogue's controversial LeBron James cover is its worst-selling April issue since 2001.

 

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