CBO Sports a WB Win

By Angela Dawson

LOS ANGELES–Warner Bros. Sports Licensing has hired entertainment marketing shop CBO as its agency of record.

The Hollywood, Calif.-based shop, which already handles advertising domestically for Warner Bros. Studio Stores, was chosen after a review of several West Coast offices of national agencies, including Grey Entertainment in Burbank, Calif., and Ogilvy & Mather in Los Angeles, according to sources.

Billings are expected to start out in the $1-2 million range and gradually increase, those sources said.

‘We’re working on a strategy with them,’ said Monica Bouldin, director of publicity for Warner Bros. Consumer Products. She added that the agency and client will meet this week to iron out details of a campaign for the sports licensing unit.

Bob Farina, CBO’s managing partner, said the shop will likely use a mix of traditional and new media for the client. ‘We feel that as the agency of record for WB Sport, it is our responsibility to suggest new and innovative ways to advertise their products,’ he said.

Leading CBO’s pitch team were Marty Muller, creative director at CBO Communications in Las Vegas, and Glen Garland, co-creative director at CBO’s Hollywood office.

Key to the campaign will be basketball star Shaquille O’Neal, who recently signed a four-year contract to be the spokesman for Warner Bros.’ new line of athletic shoes and apparel.

Bearing a ‘Shaq Dunkman’ logo, the clothing will be sold in mass- market retail stores such as Wal-Mart and Target and represents Warner Bros.’ biggest push into sports licensing.

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