MLS has selected TX-based Dieste and Partners as its ad
agency for the '98 season. MLS plans to specifically target
the Latino audience as part of its overall ad campaign
(MLS). In BRANDWEEK, Terry Lefton reports that Dieste went
to MLS last year "pitching the league's Hispanic account and
ended up with the whole enchilada, wrestling the entire
minimum" of $3M from McCann-Erickson, N.Y. The upcoming
campaign will "shift MLS' focus to localized co-op efforts
designed to increase ticket sales," which dropped 10-15% in
'97. McCann's "This Stuff Kicks" tag "likely will remain"
(BRANDWEEK, 1/26). Hispanics represented 23% of MLS
attendance in '97, down from 36% in '96 (USA TODAY, 1/23).
CLEAN AS A WHISTLE: Lefton also reports that MLS "is
close to completing" a $1M-plus deal that would make
Colgate-Palmolive's Irish Spring Sport brand its official
soap. Included in the one-year deal is TV, board signage,
ads in game programs and sampling rights. The "brand is
already using soccer imagery in some ads and is expected to
use MLS footage in an upcoming spot" (BRANDWEEK, 1/26).
