Campbell-Ewald Repositions KMPC Sports Radio

As KMPC-1540 Sporting News Radio looks to adopt a more L.A. attitude, it has turned to local shop Campbell-Ewald to help launch several new shows.

The AM station, which is owned by The Sporting News and airs a portion of its programming from a national feed, is looking to emphasize local coverage and offer “entertainment sports” programming, said KMPC vp and general manager Nancy Cole. “Rather than promoting the entire station, we’re getting behind each show,” she said.

The 4-year-old station had worked with The Rosen Group in Chicago, but wanted to “do something that was more L.A.,” Cole said. After discussions with several undisclosed shops, Campbell-Ewald in Santa Monica, Calif., was awarded the account late last year. “We had a meeting of the minds and liked some of their ideas,” Cole said.

Outdoor boards aimed at capturing the spirit of L.A. include the oft-heard line, “We would’ve gotten here sooner, but, you know, traffic.” Another ad urging listeners to call in to the talk shows says: “Have your people call our people.”

“It’s about the way L.A. looks at sports,” said Debbie Karnowsky, agency evp and executive creative director. “Every athlete wants to be a celebrity.”

In addition to redesigning the KMPC logo, Campbell-Ewald this week launches billboards in 200 locations promoting the new shows. Local TV and newspaper ads are due to break within the next month.

The ad budget was undisclosed, but sources said this is one of the more ambitious promotional efforts to come from the station in recent memory.

The shows featured in the ads are The Chris Myers and Bob Golic Show, focusing on local pro and college sports, and The Fred Roggin Radio Show, which is hosted by a local TV sportscaster.