The NBA has tapped N.Y.-based Translation "to handle creative after a review," according to Maureen Morrison of AD AGE. A league spokesperson "confirmed the win, calling the shop the 'primary agency' for creative." The spokesperson said that the "scope of the work, however, is yet to be determined." Morrison noted the account had been at Goodby Silverstein & Partners since '07. It is "not immediately clear whether the review will result in another agency of record relationship or whether the association will move to soliciting work on a project basis from the winning shop." NBA CMO Pam El in October said that the league "will be more aggressive in its marketing moving forward, an effort to lure more casual fans" (ADAGE.com, 12/9). ADWEEK's Andrew McMains noted Translation beat R/GA and Goodby Silverstein "straight up to win a pitch for the NBA's creative account," but Translation Founder & CEO Steve Stoute's ties to El "got him into the contest in the first place." The two "worked together" when El "led marketing at State Farm, a Translation client" (ADWEEK.com, 12/9).
