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By Glen Fest
DALLAS–DDB Needham Dallas was chosen last week to head a season-long branding initiative for National Collegiate Athletic Association football this fall to strengthen teen and young adult interest in the game.
The broadcast and print efforts for Dallas-based NCAA Football USA will emulate loyalty programs like those of the National Basketball Association and the National Football League to increase fan interest.
Temerlin McClain, Irving, Texas, will handle public relations for the account, said Big 12 commissioner Steve Hatchell, who was involved in the NCAA selection process.
Jim Ferguson, DDB Needham vice chairman and chief creative officer, will head work for the account that will include promotional spots for in-game broadcast placement, PSAs and educational materials.
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