Frank Best & Ingram has been named creative agency for the Nashville Predators.
The Nashville shop topped six other contenders, including hometown incumbent Dye, Van Mol & Lawrence, which held the account since the team entered the National Hockey League in 1998.
Randy Campbell, the team's director of marketing, said FB&I "showed up with more great ideas and more pure enthusiasm" than any of the other contenders. "[FB&I] presented first. We were pretty convinced these were our guys right from the start," he said.
Agency president Bobby Frank said the Predators will maintain the saber-toothed tiger icon, but change every other branding facet.
"We're going to roll out a new slogan in the next three weeks or so, followed by a significant effort in television, radio, print and outdoor, everything that revolves around selling this brand, selling season tickets and selling single-game tickets," Frank said.
Billings were not disclosed.
Though the team has struggled for wins in its first two seasons, it has prospered at the gate. Last year the Predators drew more fans than any other NHL franchise, filling its arena to 97 percent of capacity.