Element 79 Forms Sports Division

CHICAGO Omnicom Group’s Element 79 here is launching a sports marketing unit to help clients such as Pepsico’s Gatorade, Nascar and the LPGA take advantage of promotional opportunities, according to the shop.

The unit, Element 79 Sports, will use a proprietary process called SportsSynch, which attempts to find the intersection of sports, target and brand. The process is intended to differentiate the shop’s work from other sports marketing companies, according to John Fraser, executive vice president of the agency.

Though the shop has access to other sports marketing divisions within parent company Omnicom, Fraser said having a dedicated unit within the agency would provide more cohesive communications programs.

“The thing that makes us unique is that we can take it from the brand strategy level to execution all the way through to analysis,” he said. “And the specialty among all of that for us is advertising.”

The unit will look for sports marketing opportunities ranging from professional athletics to more grass-roots-oriented programs like 5K runs, Fraser said.

Fraser, along with group creative director Danny Schuman, will lead the unit, reporting to agency president and CEO Brian Williams. “Element 79 Sports is an obvious next step for what has always been one of Element 79’s leading capabilities,” Williams said in a statement. “Clients will undoubtedly benefit from the talent and knowledge that this group has to offer.”

In addition to the agency’s current roster of clients, the unit has also won projects from Champion and CV Technologies, a pharmaceutical company that uses former National Hockey League star Mark Messier as its spokesman. Financials for the unit were not disclosed.