SBD/April 11, 2012/Marketing and Sponsorship

NCAA Looking To Hire An Agency To Help Improve Branding, Communications Efforts

The NCAA “is looking for an agency to help improve its branding and communications,” according to a document cited by Kunur Patel of AD AGE. The organization is "looking to hire a full-service agency for $1.25 million annually over two years to primarily ‘increase awareness of and advocacy for the positive values of intercollegiate athletics.’" The incumbent agency is WPP-owned Y&R, which has "opted not to participate in the review.” Patel noted an RFP “was circulated last month,” and under consideration for change “will be the NCAA's current, and lengthy, tagline: ‘There are more than 400,000 NCAA student-athletes, and most of us will be going pro in something other than sports.’” The agency “will be responsible for extending the PSA campaign -- which traditionally has run on TV with Turner Broadcasting, CBS Sports and ESPN at no cost to the NCAA -- into other media, including digital and social.” The RFP states that the association “may choose more than one agency.” Patel noted the men's basketball tournament “is not included, as the scope of the RFP does not include championships” (ADAGE.com, 4/10).
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