united States Marine Corps
MARINE CoRpS RECRuITING CoMMAND
Maj. Genl. Robert E. Milstead Commanding Genl.
Col. Jeff Peterson Chief of Staff
Maj. Kurt Spackman Asst. Chief of Staff-Advt.
Dan Weidensaul Deputy Asst. Chief of Staff-Advt.
Co-Pres.-Exec. Creative Dir.
SpRINT NEx TEL
Sr. VP-Corp. Mktg.
VP-Corp. Brand Mktg. Comm.
Dir.-Advt. & Digital Comm.
GooDby, SILvERSTEIN & pARTNERS
Rich Silverstein Co-Chrmn.
Paul Stechschulte Creative Dir.
Christian Haas Assoc. Part.-Group Creative Dir.
Michael Davidson Group Strategy Dir.
Jennifer Fox Group Operations Dir.
Nicole Strada Sr. Brand Strategist
Heather MacMillan Brand Strategist
ThE STRATEGIC CoRpoRAL
ho W NEx TEL hELpED AMERICA GET WoRK DoNE
After the Sprint merger, Nextel’s customers were leaving en masse,
and those who stayed lacked confidence in their wireless carrier.
Instead of focusing on gaining new customers, Nextel switched its
strategy to focus on its base. Nextel began to reexamine how customers used instant communication. With all the time they saved
by reaching each other in less than a second and by not talking
much in the process (our target was proudly monosyllabic), they
were able to accomplish amazing things. They were getting work
done. A lot of work.