By Glen Fest
DALLAS–DDB Needham Dallas was chosen last week to head a season-long branding initiative for National Collegiate Athletic Association football this fall to strengthen teen and young adult interest in the game.
The broadcast and print efforts for Dallas-based NCAA Football USA will emulate loyalty programs like those of the National Basketball Association and the National Football League to increase fan interest.
Temerlin McClain, Irving, Texas, will handle public relations for the account, said Big 12 commissioner Steve Hatchell, who was involved in the NCAA selection process.
Jim Ferguson, DDB Needham vice chairman and chief creative officer, will head work for the account that will include promotional spots for in-game broadcast placement, PSAs and educational materials. ‘We need to make college football cool again,’ Ferguson said.
NCAA Football USA president Marc Kidd could not be reached for comment, but said in a statement DDB was selected in part due to Ferguson’s track record. Ferguson has worked on college football campaigns for Northwestern and Southern Methodist Universities, as well as the award-winning McDonald’s pee-wee football spots that later inspired Little Giants, for which he wrote the screenplay.
NCAA Football USA is managed by Host Communications, the Lexington, Ky.-based corporate sales agency for the NCAA. According to DDB, the organization is financially backed by the NCAA, the Collegiate Commissioners Association, the American Football Coaches Association and the National Association of Collegiate Directors of America.
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