Turner today will unveil its Ignite Sports initiative at CES, something execs are describing as a “full-service, in-house agency” that is set up to enhance its traditional ad sales business. The idea is that rather than just selling 30-second spots, Turner Sports will provide marketing strategy, consulting, production, talent and distribution to brands. “Right now, brands have to pay many different companies to come up with all these services,” said Turner Sports Exec VP/Sales & Property Sponsorships Will Funk, who will run Turner Ignite Sports. He cited ad agencies, media buying agencies, IP property holders and talent agencies as the many different areas currently involved in the ad sales process. Turner Ignite Sports would combine all of them under one umbrella. “We want to have a more direct relationship with our clients.” For example, Turner could use one or more of its talent (Charles Barkley) during one of its events (March Madness) and produce spots from its Atlanta studios. “We feel there’s a better way to buy and create sports marketing platforms that’s more creative and more efficient,” Funk said. “This is a great opportunity for us to come in and establish a model. ... A lot of this we already do.” Turner Ignite launched at CES last year, and run by Exec VP/Content Partnerships Dan Riess and Exec VP/Client Strategy & Ad Innovation Michael Strober, it focused mainly on the entertainment side of Turner’s business. This year, it is expanding to sports. “We’re going to go to market aggressively with it,” Funk said. The move is similar to NBC creating the NBC Sports Agency in '11, which has produced marketing campaigns for league partners such as the EPL, PGA Tour and NHL.
