NEW YORK-Two New York shops, Partners & Shevack and The Chapman Agency, are already “in discussions” with the Professional Bowlers Association about its new, estimated $1 million ad account, sources said.
The PBA, Akron, Ohio, has recently begun a search for an agency to handle broadcast and print creative chores as well as all media duties on the account.
The review is being handled by The Marquee Group here, a sports and entertainment marketing company that produces boxing programs for ESPN, among other endeavors.
Marquee is currently creating a questionnaire which will be sent to an as yet undetermined number of agencies. Lee Berke, senior vice president of marketing for Marquee, said some preliminary meetings have been set up for this week. Over the next couple of weeks, Marquee will determine a short list, he said, and presentations will be made in November. A decision is expected by Thanksgiving.
The PBA recently ended a 36-year relationship with ABC. The successful agency will “have to determine how to get more people, especially younger people, to watch” its telecasts on ESPN and CBS in 1998, said Mark Gerberich, commissioner of the PBA.
The PBA also hopes to make its live bowling program more attractive to sponsors, licensing partners and advertisers.
“Sports experience would be helpful, but not a requirement,” said Gerberich. “We’re looking for a shop that wants to grow with us. It’s not a big piece of business, but it does carry the prestige of a major sports organization.”
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