BBDO Joins NFL Roster

NEW YORK The National Football League said it has tapped BBDO and some of its Omnicom Group siblings without a review to create a series of projects for the upcoming pro football season, the agency said.

BBDO will work with interactive shop Atmosphere BBDO, direct marketing agency Rapp Collins and OMD USA for media strategy.

The projects involve creating brand campaigns and content for the client’s Web site,, and its e-commerce venture, NFL Shop. The agencies also will work on the NFL’s youth and fantasy football efforts.

Billings were undisclosed, but the NFL spent more than $100 million in U.S. media last year, per Nielsen Monitor-Plus.

NFL representative Brian McCarthy said the organization works with various agencies on a project basis, including WPP Group’s Young & Rubicam, Ogilvy & Mather and Gepetto. The league also has developed campaigns in-house with its NFL Films division.

The first work from the Omnicom shops are scheduled to break in August, the football pre-season.

“We’re looking forward to tapping into BBDO and the stable of Omnicom companies and its resources,” McCarthy said. “The strength of BBDO and the Omnicom shops lies in their ability to generate ideas across a variety of media.”

It is the fourth account win this year for BBDO, following Target, Starwood Hotels and Gallo wine. The agency also expanded its relationship with Motorola this week [see related story]. That client added BBDO siblings Goodby, Silverstein & Partners in San Francisco and Siegel + Gale in New York to its roster.