Cricket Wireless
I was recruited to work on Cricket late in 2010. Over the course of 2011, we developed and implemented a complete rebrand with the goal of shifting the perception of the no contract wireless category. With an assertive tone, we challenged a totally new target to consider choice and control. It worked. The rebrand and campaign were a success. Next, as the lighthouse brand within the category, we were charged with evolving the brand. Retention was the ask, and we delivered with a value based proposition that resonated with existing and new customers. In 3 short years, we had turned Cricket Wireless around with strategic communications and smart executions. The validation of our hard work was AT&T’s acquisition of Cricket Wireless in 2014.
After the buyout of Cricket by AT&T, we decided to proactively re-pitch for the Cricket business to AT&T. Because of our proactive approach, we were the only agency invited to stay on with Cricket by AT&T. In little more than a year with “New Cricket” we managed to turn a $4 million business into one that’s almost $9 million with a goal of $12 million this time next year.”
