NFL drafts Grey New York for branding

Share this article:

The National Football League announced Thursday it has selected Grey New York, a WPP Group agency, to create a comprehensive multichannel branding campaign that will integrate all of its properties. The campaign will include TV, digital marketing and fan affinity programs.

Grey's win was the result of a creative review; NFL solicited ideas from BBDO Worldwide, which handled the bulk of NFL's advertising; Ogilvy & Mather Worldwide and TBWA\Chiat\Day.

“We have wanted to create a single brand campaign throughout the league for years, but we've never seen an idea from an agency that addressed all of our varied business issues with equal effectiveness,” said Mark Waller, senior VP of marketing and sales at the NFL. “Grey presented us with creative that promises to pay tribute to our sport and fans and resonate across media channels to further drive consumption of each of our properties.”

The assignment consolidates all NFL marketing efforts in a single brand message.

“We are delighted to be tapped by the NFL, a great American brand, to create an integrated, new brand campaign, encompassing all of the league's key business units including media, consumer products and e-commerce efforts,” said Jim Heekin, chairman and CEO of Grey Group, in an e-mail.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.