Sprint Names Ousted Canadian Broadcaster as Top Marketer

Courtesy of Bell Media
Kevin Crull

Kevin Crull stepped down last month as Bell Media president after he allegedly meddled in CTV's news coverage.

Six weeks after he was forced out as Canada's top broadcaster for allegedly meddling in CTV's news coverage, former Bell Media president Kevin Crull will return to the U.S. to join Sprint as its CMO.

Crull will oversee all products, advertising and customer sign-up and retention, as of May 31, after running top-rated CTV, with its stable of U.S. series hits like The Big Bang Theory, American Idol and Arrow. The veteran American telecom exec built his career with Nestle USA, AT&T and West/Qwest Communications before heading north to join Bell Media-parent BCE in Canada in 2005 and becoming head of Bell Media five years later.

But Crull slipped up in late March when he allegedly told the head of his TV news division to bar the head of the CRTC, Canada's TV regulator, from his airwaves over a regulatory decision. Crull apologized but stepped down last month.

"I’m thrilled to join Sprint, a company that I believe has limitless potential for growth and transformation at a very exciting time in the industry," Crull, who will relocate to Kansas City and report to Sprint CEO Marcelo Claure, said in a statement.