ADWEEK's Patrick Coffee noted Madwell, Brooklyn, has "won a 10-shop bid" to become the agency of record for the TCS N.Y. Marathon, replacing BBDO, N.Y. Madwell co-Founder & Chief Creative Officer Chris Sojka said that the review was "less" about title sponsor Tata Consultancy Services "than a desire to find a new angle for the event’s marketing efforts." A full campaign will "roll out later this month ahead of the event on Nov. 5" (ADWEEK.com, 3/2).
STICKING THE LANDING: AD AGE's Ann-Christine Diaz noted the Association of National Advertisers' #SeeHer campaign is getting a "new face" in Gold Medal-winning U.S. gymnast Laurie Hernandez. She will appear in "A Woman Did That," a spot "co-created with MTV in honor of Women's History Month." The campaign will "feature a series of one-minute videos highlighting accomplished women" and will "kickoff on MTV this weekend, with a slate of films running from Saturday through Sunday evening." The spots will then "continue to air on the channel for the rest of the month" (ADAGE.com, 3/2).
RENTAL PROPERTY: Blues Assistant GM Martin Brodeur stars in "two new commercials" for Enterprise Rent-A-Car, "one in which he dons a beard and rents a convertible for what he calls 'my post-retirement midlife crisis'" (NHL.com, 3/1). Enterprise is an NHL league sponsor (THE DAILY).
AROUND THE HORN: In California, Larry Bohannan noted Jon Rahm is sporting a Bighorn Golf Club logo "on his golf bag" at this week's WGC-Mexico Championship after he agreed to a sponsorship deal with the 36-hole facility in the south Palm Desert area. Bighorn also "continues to have a sponsorship deal" with golfer William McGirt (DESERTSUN.com, 3/1).
