DALLAS-ABC Radio Networks here confirmed it has chosen DDB Dallas to deliver branding and imaging assignments for its programs and affiliates through an $8-10 million account previously handled in-house.
A representative for ABC Radio said DDB was contracted to promote the multiple syndicated offerings of the network, including its ESPN Radio product, in a mix of television, print, radio, and outdoor executions.
The agency has already produced and aired television commercials touting ESPN Radio in three spot markets in which the service recently added station affiliates: Pittsburgh; Memphis, Tenn.; and Norfolk, Va. The TV ads for ESPN featured network personalities Chris Berman and Rich Eisen.
The client did not spell out other upcoming advertising assignments, although work is expected for the Paul Harvey program and the Tom Joyner syndicated talk show. ABC also distributes Radio Disney programming and music shows like American Country Countdown and Rick Dees Weekly Top 40.
The acquisition is the second new business gain of the year for Omnicom-owned DDB, which added J.C. Penney’s $20 million Arizona Jean Co. account in February.
ABC Radio executive vice president and chief marketing officer Kevin Miller could not be reached for comment. In a statement, he noted “DDB understood our marketing needs and demonstrated great creative strength in their presentation.”
The initial ads were created under the auspices of former chief creative officer Jim Ferguson, who left the agency in April to assume the role of president and chief creative officer at the $3.4 billion Young & Rubicam network in New York.
DDB chief executive officer Jake Schroepfer said last week the agency was still talking with candidates about filling the shop’s top creative post, which is considered one of the most high-profile advertising jobs in the Southwest.