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CMO merges conflicting cultures into one $35B wireless behemoth.

Publication: Advertising Age
Publication Date: 11-JUL-05
Format: Online - approximately 856 words
Delivery: Immediate Online Access
Full Article Title: CMO merges conflicting cultures into one $35B wireless behemoth.(chief marketing officer)

Article Excerpt
Byline: ALICE Z. CUNEO

Mark Schweitzer has a tough act to follow.

The designated chief marketing officer of the company formed by Sprint Corp. and Nextel Communications is in charge of mapping out the second-biggest merger in the wireless-communications sector in the past year, building a new brand from the $35 billion union of two very different corporations.

Last year, Cingular Wireless' $41 billion acquisition of AT&T Wireless created the nation's largest wireless carrier. The takeover was executed deftly with coordinated marketing and a melded ad campaign which, by this spring, resulted in growing customer acquisitions and slowing churn.

This summer, Mr. Schweitzer will take his turn creating a single brand out of two.

"Even with the combined resources of Sprint and Nextel, we are up against...

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