BBDO, N.Y., Resigns After Three Years As NFL's Lead Creative Agency

BBDO, N.Y., has "resigned as the NFL's lead creative agency after a three-year run," according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. The agency's contract expired at the end of March. Sources said that the NFL "wanted to move to more of a project-by-project relationship with its agencies and that there were some creative differences, with the NFL looking for a league-oriented campaign and the agency pushing for something more player-focused." Sources said that the NFL was "talking to new agencies for project work, including" Ogilvy & Mather and Grey Group. The NFL has "not had an agency of record since using" Young & Rubicam (SPORTSBUSINESS JOURNAL, 5/4 issue).