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SBD/Issue 122/Sponsorships, Advertising & Marketing
Bears Searching For Advertising Agency For 2008 Season
Published March 14, 2008
The Bears are "quietly conducting a search for an ad agency," according to Lewis Lazare of the CHICAGO SUN-TIMES. Sources said that the Bears "initially invited four local ad agencies to vie for the account," Romani Bros., Two by Four, Tom Dick & Harry, and Maddock Douglas. Each of the agencies "made its pitch to Bears executives, and at least one of the shops was known to have presented a spec campaign to Bears top management." The sources said that the Bears “subsequently selected two finalists for the account: Romani Bros. and Two by Four.” The Bears could make a decision on the two finalists, "as early as next week." Two by Four previously served as the White Sox ad agency, until the team "commenced an agency review last summer that resulted in the selection" of Energy BBDO, Chicago. Sources said that the Bears "had not been working closely with any ad shop recently." Lazare writes perhaps "concerns about the team's lackluster showing last season may have prompted the Bears management to reach out for an agency to help the team reconnect with fans" (CHICAGO SUN-TIMES, 3/14).