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SBD/Issue 16/Sponsorships, Advertising & Marketing
Belief System: OLN Breaks New “We Believe” NHL Ad Campaign
Published October 3, 2005
QUITE FRANKLY: Fort Franklin CEO & Creative Dir Marc Gallucci would not give a value of the agreement with OLN, but said that the deal “is a major piece” of the company’s business, “roughly 25[%] of its billings for the year.” In Boston, Jesse Noyes reports the campaign has “spurred the hiring of five new staffers with five more positions yet to be filled.” Noyes writes Fort Franklin’s “solid standing with ESPN makes the shift to a rival a gamble.” However, Gallucci said that while his company was “one of a handful of agencies ESPN hired,” it now is the “primary firm for OLN.” Gallucci: “You have to calculate your risk. I believe OLN is a minimal risk” (BOSTON HERALD, 10/3).
MUCH ADO ABOUT NOTHING: Meanwhile, Conductor, L.A., President Tom Cotton, whose company produced the “Warrior” ad campaign that drew criticism from outgoing NCWO Chair Martha Burk, said the company “wanted to portray a mythical shrine to hockey and sell the idea of these players as warriors.” Cotton: “The woman [in the ads] is a tough cookie. She is an equal to the player. She is his physical and spiritual trainer. If we were portraying this in some hyper-real way it would not be appropriate, but this is clearly a myth. What was Ms. Burk looking at?” But Calgary-based Institute for Hockey Research Dir of Education Mike Bracko said the commercial “would not propel a family –-well, maybe if the father has high levels of testosterone -– to go to a hockey game so his kids could see scantily clad women, warriors and swords” (L.A. TIMES, 10/3).