Nationals ‘Pledge Allegiance’ to White

BOSTON White & Partners has won the Washington Nationals’ advertising account following a review, the agency said.

The independent shop in Herndon, Va., will help the Major League Baseball franchise publicize the impending launch of its new Nationals Ballpark in 2008.

“We look forward to creating a marketing campaign that will build a lasting relationship between the team and fans throughout the region,” said Stan Kasten, Nats’ president. “We are excited for the coming season and [about] our new ballpark experience.”

The 2007 Washington Nationals marketing campaign will highlight season ticket holders’ right to priority seat selection in the new ballpark. The full campaign, “Pledge your allegiance,” will be rolled out in the coming weeks.

The team has spent $1 million in measured media in each of the past two seasons. The Nationals launched in 2005 and have had no lead agency.

White & Partners last month hired Kipp Monore as chief creative officer from Waylon Ad in St. Louis, where his clients included this year’s World Series champions, the St. Louis Cardinals [Adweek Online, Oct. 5].

White & Partners employs about 50 staffers. It handles a mix of consumer and business-to-business clients such as the Navy Federal Credit Union, Software AG, Touchstone Energy Services and Wintergreen Resorts, among others. The agency is perhaps best known promoting Virginia tourism with campaigns themed “Virginia is for lovers.” That account, worth $3 million, shifted to BCF this summer.