Cenergy Adds Kan Jam

BOSTON Cenergy, a sports-minded independent in East Aurora, N.Y., has added Kan Jam of Buffalo, N.Y., to its roster without a review.

Cenergy will develop digital and social-media advertising, along with collateral and point-of-purchase materials, for the alternative sports-equipment manufacturer. The budget was not disclosed, and there was no previous lead agency on the business.

In a twist that has become more common of late in agency-client relationships, Cenergy will take an equity stake in Kan Jam.

The company’s desire to target the college sports market and sporting-goods retailers, fused with Cenergy’s expertise at reaching those segments, made the equity arrangement attractive, said Charles Sciandra, founder of Kan Jam.

Kan Jam markets an eponymous game played by two-player teams attempting to “jam” a flying disc into a cylindrical goal. The product retails for $39.95.

For its part, Cenergy is already talking up the Jam; agency partner Duncan Shaw said the game has the potential to catch on as a major national fad, much as the yo-yo and Rubik’s Cube caught the fancies of past generations.

Cenergy also works for the Cleveland Cavaliers, Pittsburgh Penguins, Toronto Blue Jays, Comcast, the National Hockey League and TBS, among others.