EnergyBBDO Wins White Sox

CHICAGO The Chicago White Sox have selected Omnicom’s EnergyBBDO here as their new advertising agency after a review, the team confirmed. The shop beat out three other agencies for the nearly $3 million account.

“The decision to go with EnergyBBDO was based on the agency’s strategic vision, creative advantage and sincere passion for White Sox baseball,” said the team’s chief marketing officer, Brooks Boyer, in a statement. “The overall selection process, with the tremendous volume and quality of proposals received from local agencies, demonstrated the abundance of talent interested in working for the White Sox.

The agency beat WPP Group’s Young & Rubicam and Havas’ Euro RSCG for the account. Some 60 agencies initially responded to the team’s request for proposals. The incumbent, independent agency Two by Four, did not participate in the review.

EnergyBBDO was a finalist for the account in 2004, when the business was awarded to Two by Four. The agency’s most recent campaign for the team attempted to reclaim the attitude from the club’s recent World Series run. Billboards, newspapers and television ads said the team was going, “Back to the grind.”

A later campaign referenced the fact that more people watched or attended White Sox games than those of their North Side rivals, the Cubs. The effort was tagged, “We are Chicago baseball.” One television spot showed pitcher Jose Contreras going through his windup in slow motion as on-screen text described the game situation and pitch speed. As he released the ball, the message “Anyone can habla a good game” appeared.

The shop also created a guerilla marketing campaign dubbed, “South Side Board of Tourism.” A Web site for the fictional board featured links to “Dining,” “Sights” and “Family Fun,” all of which led back to the team’s home page.

The White Sox, which are 59-79 on the season, spent nearly $3 million on advertising last year, according to Nielsen Monitor-Plus.