NFL Picks WPP Group's Grey In Quest For Unified Branding Effort

The NFL yesterday selected ad agency WPP Group's Grey, N.Y., for "branding efforts following a review," according to David Gianatasio of AD WEEK. Grey said that it has been retained to "create a comprehensive new branding initiative, unifying all of its marketing efforts behind key business units." NFL Senior VP/Sales & Marketing Mark Waller in a statement said, "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." Grey's first work for the NFL is "slated to break in July in the run-up" to the '09 season. The NFL in March parted ways with principal creative partner BBDO, N.Y., after its contract expired (ADWEEK.com, 6/17).