ESPN Taps Droga5 To Head New Branding Campaign Aimed At Attracting Millennials
ESPN has tapped Droga5, N.Y., to "support a new brand campaign as it grapples with changing behaviors in TV viewing," according to Alexandra Bruell of the WALL STREET JOURNAL. ESPN hired Droga5 to "handle a new campaign for its overarching brand and 'SportsCenter.'” The campaign is "aimed at today’s more diverse and distracted sports fan." Droga5 is tasked with "helping ESPN create a brand that resonates across audiences and on various media platforms," but it "won’t be easy." Wieden+Kennedy, N.Y., worked with ESPN for "over two decades before parting ways late last year," and was behind the net’s longtime "This is SportsCenter” campaign. ESPN President of Global Sales & Marketing Ed Erhardt said that despite its plans for a "marketing revamp, ESPN won’t completely abandon the ad" (WSJ.com, 8/21). ADWEEK's Patrick Coffee noted Droga5 has "produced notable work for athletic brands" such as Under Armour. Its "most recent new business wins" include China-based streaming platform Tencent and Dos Equis. Data from Kantar Media shows ESPN in '16 spent "approximately" $26.3M on measured media (ADWEEK.com, 8/21).