NFL drafts Grey New York for branding

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 TBWAChiatDay.

“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.

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