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Arthur will work to expand Fox
Sports' brand storytelling |
Fox Sports on Thursday announced that Wieden+Kennedy, N.Y., will become the company's first-ever Agency of Record. W+K Managing Dir Neal Arthur will lead efforts to elevate and expand Fox Sports’ brand storytelling and advertising campaigns. W+K will help drive and develop creative activations across all of the net’s top sports properties and original programming, including FS1’s daily studio shows, with a specific emphasis on the FIFA World Cup on Fox. The partnership is effective immediately (
Fox Sports). AD AGE's Lindsay Stein noted W+K has worked with ESPN since '92, creating one of the net's "most iconic campaigns." W+K has been "leading the ESPN account" since '95 and was "responsible for the 'This is Sportscenter' effort." Fox Sports previously worked with Pereira & O'Dell, N.Y., on creative, but "not on an agency of record basis." A W+K spokesperson said that the agency "mutually parted with ESPN" at the end of '16. Stein noted the new relationship between Fox Sports and W+K "did not result from a formal review." Fox Sports Exec VP/Marketing Robert Gottlieb said that the net was "looking at options for an agency to help" with the '18 World Cup, and a "mutual friend suggested he chat" with Arthur, who Gottlieb has known for many years. The discussion "spun into something much larger" (
ADAGE.com, 1/26).
