Miami Team Appoints 3 Finalists

Three finalists have emerged in the review for the Florida Marlins advertising account, the client confirmed.

Team representative P.J. Loyola said the Miami National League baseball club is hearing pitches from Harris Drury Cohen in Fort Lauderdale, Fla.; Imogen, a Hispanic marketing specialist in Miami; and media shop RBB, also in Miami. A decision is expected this week or next.

“We’re looking to relaunch [the Marlins] visually with an integrated marketing campaign,” said Loyola.

The team had supported an ambitious ad campaign in early 2000 from then-incumbent Courtney & Watson Advertising in Miami. Advertising was brought in-house earlier this year when ownership of the Major League Baseball franchise changed hands. John Henry, who purchased the Marlins in 1999, sold the club to former Montreal Expos owner Jeff Loria. (Henry now owns the Boston Red Sox.)

Advertising for this season was limited to newspapers and radio.

Loyola said the Marlins need a shop to help with media planning and to give the work a more creative spin. “The work we did was more informative,” he said, “but an agency will tell the emotion.”

Loyola would not disclose the budget, but said it would increase significantly. Previous spending was $2.5 million.

New work is expected to include television and outdoor advertising, in addition to print and radio.