NBA 2K Names BSSP as Agency of Record

By Erik Oster 

NBA simulation video game franchise NBA 2K has selected Butler, Shine, Stern & Partners as its new integrated marketing agency of record, following a review.

The assignment will include developing and executing a cross-campaign across broadcast, digital, brand partnership and point-of-sale marketing, promoting the release of NBA 2K19. BSSP’s first work for the brand will launch in spring of 2018.

“We chose BSSP for their ability to deliver concepts beyond advertising that drive consumer awareness and resonate with the NBA lifestyle,” NBA 2K vice president, marketing Alfie Brody. “The agency showed an innovative way of thinking about our brand that leverages our existing equities as well as expanding into opportunities that go beyond traditional marketing.”


“NBA 2K is a world-class gaming franchise, emerging as a brand with cultural connectivity,” added BSSP executive creative director Tom Coates. “They value creativity and work that is interesting and memorable. We are excited to be on their team.”

CP+B L.A. previously handled creative duties for the NBA 2K franchise, after taking over for Zambezi in 2014. Their recent work for the brand includes a campaign last December promoting the most recent version of the game’s Fitbit partnership and last April’s “Legends Live On” Kobe Bryant tribute.
Earlier this month we learned that CP+B is shrinking the size of its Los Angeles office, after itlaid off around five percent of the office back in August Earlier this year, Infiniti moved parts of its global ad business from CP+B to 72andSunny, although the agency retains the U.S. portion of the account. CP+B L.A. officially became global headquarters for the Infinti account last March. Hulu recently tapped CP+B L.A. to handle an integrated campaign scheduled to launch in 2018.

For BSSP the account wins follows Mitsubishi naming the agency as AOR in September, following seven years with 180LA. BSSP resigned from the Mini account ahead of a procurement-mandated review back in March. The agency had served as U.S. agency of record for Mini since 2005.

NBA 2K spent just under $6 million on paid media promotions last year, according to Kantar Media.