SBD/December 4, 2013/Marketing and Sponsorship

Jaguars Bring On Jacksonville-Based Firm As New Advertising/Marketing Agency

The Jaguars yesterday selected Jacksonville-based On Ideas as the team's marketing and ad agency. The scope of the work will include marketing strategy, branding, creative services and PR/community relations support. On Ideas' first assignment with the Jaguars is to showcase the team and market for tomorrow's "Thursday Night Football" game against the Texans (Jaguars). In Jacksonville, Drew Dixon notes On Ideas replaces locally-based Dalton Agency, who "handled those duties for the Jaguars for 18 years, since the beginning of the franchise." Jaguars Senior VP/Communications Dan Edwards declined to disclose the length or monetary value of the contract. Dalton officials "did not make a bid to renew the contract with the team." On Ideas "will not handle public relations directly for players or staff administrators related to football operations." On Ideas Managing Dir West Herford was "repeatedly asked how much of a marketing challenge is facing his company as the Jaguars have performed so poorly on the field." The team has not had a winning record since '07. Herford said, "Right now what you've got going into Thursday night is a lot of momentum and a lot of optimism." He added that On Ideas' "street teams" have "already hit the ground with promotional material heightening the nationally televised game." However, Edwards said that the On Ideas contract was "aimed primarily at a new approach for the 2014 season." Herford said that the On Ideas staff is "currently in the formative stages of their marketing approach for next season of the Jaguars and the details on events and promotional tactics haven't been finalized" (FLORIDA TIMES-UNION, 12/4).
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