In the wake of the Donald Sterling scandal, the Los Angeles Clippers are looking for a new agency to help them reposition the team’s brand, AdAge reports.
The team has launched a creative review, which is being led by Boston-based Pile & Co., with an eye toward Los Angeles-area agencies, according to sources familiar with the review. Irvine, California agency HeilBrice has been working with the Clippers since 1999, and it’s unclear whether they will defend in the review. A spokesman for the Clippers confirmed the review in AdAge, but didn’t offer any details, and executives at HeilBrice declined to comment to that publication.
In the RFP, the Clippers identify the need for an agency with experience “rebuilding an established, well-known brand,” language that insinuates the team is looking to distance itself from the Sterling scandal and reposition its brand with a fresh image. The team spent $433,500 in measured media last year, according to Kantar media.