DALLAS–Dieste & Partners here edged out co-finalist Castor Advertising of New York in Major League Soccer’s Hispanic agency review and scored an unexpected bonus: the client’s general market business.
The combined accounts–funded by a mix of league and team dollars–are worth a minimum of $3 million and as much as $6 million, according to MLS executive vice president Randy Bernstein.
The general market incumbent was McCann-Erickson in New York. McCann’s work for MLS included 10 television spots and a print campaign in USA Today. MLS did not previously employ a Hispanic agency.
“The review did not initially include general market duties, but we were impressed with Dieste’s creative and the tremendous crossover appeal of its work,” Bernstein said.
Eliminated earlier were Cardenas/Fernandez & Associates of Chicago and two New York shops: The Bravo Group and Vidal, Reynardus & Moya.
Dieste & Partners president Tony Dieste could not be reached for comment.
The move comes as MLS shifts from a national branding campaign to localized co-op efforts in 12 markets. The league hopes to increase ticket sales after a season in which attendance was down 10-15 percent.
Bernstein said McCann’s “This stuff kicks” tagline will likely remain and that the agency may still do some national print.
Another brand campaign will continue via ads included in the new 47-game ABC, ESPN and ESPN2 television package.
MLS is also close to completing a deal that would make the Irish Spring Sport brand its official soap. Packaged in the one-year deal: television, board signage, ads in game programs and sampling rights. The brand is already using soccer imagery in some of its ads.
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