The New Orleans Saints have signed a new team for their $1 million account, naming Peter A. Mayer Advertising as lead agency and three regional shops to handle out-of-town efforts.
The National Football League team's management and coaching staff were dismissed earlier this year after several disappointing seasons. Greg Suit, the Saints' former marketing chief, was the rare veteran to stay, but his title was changed to director of broadcasting and special projects.
New leadership--general manager Randy Mueller, coach Jim Haslett and marketing director Wayne Hodes--decided to restructure the local franchise into a regional one.
"The New Orleans NFL market has been bypassed by other cities," Suit said. "Defining an NFL market by population, household income and Fortune 500 companies, we are the smallest. We need to re-establish ourselves in regional markets."
Mayer competed against incumbent Ehrhardt Group as well as Logan Marketing and Media Direct for lead duties. All three shops are located in New Orleans.
The three regional accounts will cover the outlying markets of Southeast Louisiana; Mississippi; and the Mobile, Ala.-Pensacola, Fla., region. Calzone & Associates in Lafayette, La., handles the first region; GodwinGroup of Jackson, Miss., the second; a review is under way for the third market.
Suit said Mayer will supply most of the creative, which will be adapted by the supporting agencies for regional use.