MLB’s Dodgers Look for New Shop

LOS ANGELES The Los Angeles Dodgers organization is reassigning its agency work, sources said. The Major League Baseball team will hear presentations starting this week from at least six agencies, according to sources.

Those contending for the account include the Los Angeles offices of independent Cimarron Group, Grey Global Group’s Grey and Interpublic Group’s McCann Erickson; IPG’s Dailey & Associates in West Hollywood, Calif.; Publicis Groupe’s Team One in El Segundo, Calif.; and independent Ballpark Advertising in Santa Monica, Calif., sources said. The client spent about $3 million on advertising in 2003, according to TNS Media Intelligence/CMR.

Neither the shops nor the Dodgers would comment. According to sources, the team is expected to name a new lead agency before the end of the season. The incumbent, independent WongDoody in Los Angeles, said it will not defend.

Lon Rosen started as evp and chief marketing officer on May 17 [Adweek Online, May 5] as part of a team restructuring. Sources said recent work by WongDoody featuring a family of bobblehead fans [Adweek Online, May 27] polarized those within the Dodgers organization.