NEW YORK MSG Entertainment has hired independent Gardner Nelson & Partners here to handle creative ad duties for live events that take place at client venues such as Radio City Music Hall.
MSG, the live entertainment arm of Cablevision Systems, last year spent more than $10 million in major measured media, according to Nielsen Monitor-Plus. The selection came after a review involving other undisclosed agencies.
Gardner Nelson's assignment will extend beyond traditional advertising to include interactive efforts and direct marketing, according to the agency. Its first work is expected in July.
"We love their thinking and their enthusiasm," said Kristina Heney, vice president of marketing at the New York-based client. "At every point in the review process, they presented new and creative insights toward marketing the business and brought their ideas to life in some very fresh and unexpected ways."
Serino Coyne, another New York independent, previously handled the creative account when MSG Entertainment was known as Radio City Entertainment. Media duties are at Interpublic Group's Media First International in New York.
Gardner Nelson also works for MSG Entertainment parent Cablevision.