Pale Hose Call Midseason Review

CHICAGO The Chicago White Sox are already looking to next season, conducting a review for its estimated $2 million advertising account, officials with the team confirmed.

“I need to have a better understanding of what the marketplace is like,” said Brooks Boyer, vice president of marketing for the baseball team. “We have to have a better understanding of what’s out there in the marketplace.”

The team’s current agency, Hoffman York in Chicago, has been invited to participate in the review, Boyer said. The shop’s most recent work contrasts the differences between the Sox and their crosstown rivals, the Chicago Cubs. One spot calls the Cubs “lovable” when they lose, but the Sox “hate losing.”

Proposals are due back Aug. 20, and Chisox officials expect to visit eight to 10 agencies before narrowing to a shortlist of three to five finalists, Boyer said. Presentations will take place in September, with a winner expected by Oct. 1.

The White Sox spent $2 million on advertising last year, according to TNS Media Intelligence/CMR.