Sprint Nextel Brings Back TV Ads With CEO Hesse

March 1, 2010 at 5:13 pm PT

As Sprint Nextel Corp. (S) feels the heat to break even, it’s putting CEO Dan Hesse back on TV for an extra push. The struggling telecom’s most public face, Mr. Hesse, returns to a Sprint television ad for the first time since last September, when the company launched its “Any Mobile, Anytime” offer. The competition has become a lot tougher in the meantime. AT&T (T) and Verizon Wireless (VZ) now offer unlimited voice and text plans for $70. Mr. Hesse’s job is to persuade consumers that Sprint’s $70 plan, which also includes unlimited data services, is a better deal.

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Tagged with: Dan Hesse, frontpage, Niraj Sheth, Sprint Nextel, telecom, The Wall Street Journal

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