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Customer Experience Management (CEM)

Sprint's New Ads Target Hispanic Customers

OVERLAND PARK, Kan. -- Just a few months after taking the reins as the new Sprint Chief Executive Officer, Bolivian native Marcelo Claure has already made his mark in the wireless industry with his bold and straightforward approach to simplifying mobile services. Claure, the first foreign-born Latino CEO in the history of the U.S. to lead a telecommunications company, is very committed to engaging and connecting with the Hispanic consumer, and this is the focus of the brand’s next advertising campaign set to hit the air tonight.

The national television campaign features Marcelo Claure speaking to Hispanic consumers about Sprint’s commitment to offering more mobile for the money with “the best value in wireless,” as well as providing the latest and greatest mobile devices. Claure’s comments are personable and directly relatable to the Hispanic consumer – a task he takes quite seriously given his Latino heritage and passion for the segment. Sprint’s new campaign will debut tonight during the Latin Grammy Awards on local Univision affiliates and will then hit the airways on all major Hispanic TV networks as of Friday, November 21.

“As a Bolivian American, I understand what Hispanic consumers need from us as their wireless provider,” said Marcelo Claure, Sprint Chief Executive Officer. “We of course want to create the best customer experience for our Hispanic customers. With more than a third of U.S. Hispanics being foreign-born and most having relatives outside the U.S., I know how important it is for us to stay connected to our friends and family.”

The new Spanish-language ad is just one of the many steps Claure is taking to engage Hispanic customers. He recently drove the launch of new data plans and international calling with Sprint Mexico & More 500, and has significantly augmented marketing to the Hispanic consumer by producing at least 7 new Spanish-language TV ads.

Sprint Corp. (NYSE: S)

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