Blackhawks Latest Chicago Franchise Searching For Ad Agency
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| Blackhawks Launching Ad Agency Review |
The Blackhawks are "launching a review to pick an ad agency that can help [them] reconnect with old fans and create new fans," according to Lewis Lazare of the CHICAGO SUN-TIMES. The Blackhawks' search is the "latest in what has been a growing string of reviews over the past 12 months conducted by several of the city's most prominent sport franchises." Blackhawks Senior Dir/Marketing & Advertising Pete Hassen said that his team "had been working for more than a decade" with boutique ad agency Coudal Partners. Hassen said that Coudal "would be invited to participate in the review, but the shop had not yet indicated it would participate." The team "hopes to have selected a shop by mid- to late-May," as they want to "allow for sufficient time to develop a new campaign that could be introduced at the annual fan convention" the weekend of July 18. The team is asking interested ad agencies to visit blackhawks.nhl.com/agencyreview (CHICAGO SUN-TIMES, 4/9). Blackhawks Senior VP/Business Operations Jay Blunk: "With the momentum that currently exists, the [Blackhawks] believe this is the right time to review the creative process. We need to be bold, innovative and aggressive, and our advertising message must reflect that" (CHICAGO TRIBUNE, 4/9).
TEAM PLAYER: Blackhawks President John McDonough Tuesday appeared on Comcast SportsNet Chicago’s "Chicago Tribune Live," where he was asked about the team's marketing partnership with the White Sox. McDonough: "It's a 12-month marketing cycle. Just because the regular season is over, we still have to be visible and relevant. This is the prime season that we're going to be selling season tickets and sponsorships." Meanwhile, McDonough said of the team televising all 82 regular-season games locally next season, "Showcasing that great product, Blackhawks hockey at the United Center, is only going to help market the sport, especially to young people. That's the most rewarding thing I've seen this season from a marketing standpoint." He added, "Our merchandise sales are up 176[%] and I think a big percent is from the youth market" (CSN Chicago, 4/8).
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