NY-based Lowe & Partners/SMS "is out as agency of
record" for MLB, as the league "shifts strategy from
attracting lapsed fans to getting the 65% of MLB aficionados
who describe themselves as 'casual fans' to watch more MLB
broadcasts," according to Terry Lefton of BRANDWEEK. The
"star- and news-based spots" are shot by freelancers and
produced by MLB production house Phoenix Communications.
The spots will run during the more than $15M of air time MLB
gets under its broadcast agreements. Lefton reports that
the new campaign puts more marketing "muscle" behind MLB
"events," including spots touting interleague play and the
All-Star Game. Later in the season, new spots will push
pennant races and "possible" individual record pursuits.
MLBP President Bob Gamgort: "This is flexible advertising
with the idea to adapt to individual club's needs by next
year. And we aren't buying off our own air, so this made
much more sense for us and allows us to market to what's
going in the season" (BRANDWEEK, 5/18 issue).
MLB NOTES: MLBP announced a $20M marketing campaign in
conjunction with its various licensing partners, to support
its eight licensed video game releases for '98. The three-
tiered strategy includes an ad and PR campaign, sampling and
retail promotions. MLBP introduced a nationwide ad
campaign, "Fire Up Your Sales!" for trade outlets and "Fire
Up Your System!" for consumer outlets (MLBP)....BRANDWEEK
reports that MLBPA has settled a lawsuit with its former
marketing/licensing agency, FL-based Mike Schechter Assoc.
(MSA). The dispute focused on MSA's "evergreen" contracts
for MLBPA rights. Sources said the sealed agreement
provides MSA with cash and the rights to income from the
MLBPA's trading card deal with Pinnacle (BRANDWEEK, 5/18).
