From The NHL To Past Agency

After eight years as svp of marketing and communications for the National Hockey League’s St. Louis Blues, Jim Woodcock has returned for a second stint at Omnicom Group’s Fleishman-Hillard.

As svp and director of the new practice, Woodcock, 44, will launch the public relations firm’s new sports business practice at the company’s St. Louis headquarters. In the post, he will leverage his experience in the NHL to help serve FH clients (including Major League Baseball’s St. Louis Cardinals) and acquire new business. He started last month and reports to Susan Veidt, evp, senior partner and general manager.

“Hopefully, my experience in the NHL will provide me and our clients with perspective with what’s a good fit,” said Woodcock. “FH has a terrific base of sports clients that has been underappreciated in this industry—Gatorade, Visa USA, Schutt Sports. We shouldn’t be a best-kept secret.”

Prior to the NHL, Woodcock worked in FH’s St. Louis office from 1992 to 1997. During that time he directed programs for the Blues, the Cardinals, the World Cup and the Centennial Olympic Games.

Woodcock, an avid hockey fan, says his time at the Blues “exceeded [his] expectations” despite the fact that he was cautious about leaving FH. “As much as I loved FH … I thought, ‘This is a once-in-a-lifetime opportunity [to work with the Blues].’ It is very much in a similar vein that I felt that returning to FH was the right move at the right time, personally and professionally,” he says.

The lifelong St. Louis resident spent a decade as a newspaper reporter covering sports and city council meetings, among other things. He holds a journalism degree from Eastern Illinois University.

“I think it’s the most honorable degree one can have,” said Woodcock, who spends time with his wife and two children when he’s not at work. “You learn how to write, but you also learn how to communicate.” –