Rosen Group Goes One-On-One

Sports Radio Network Plans Higher Profile
CHICAGO–Sports talk radio network One-On-One Sports moves into its second year with a new agency and plans to expand its marketing presence.
The Chicago-based network last week assigned The Rosen Group here its $3-5 million account, which was handled during the company’s inaugural year by The Leap Partnership.
After parting with Leap last month, One-On-One contacted three Chicago shops. But The Rosen Group had an edge, said Carolyn Phillips, the network’s vice president of marketing, through its connection to One-On-One’s newly hired marketing director, Julie Hines, who had worked with the agency at local radio station WMAQ. “There was a trust factor with Rosen going in that’s important,” Phillips said.
The agency’s advertising and event work for sports clients such as the Chicago Fire, champions of Major League Soccer, also worked in the agency’s favor, Phillips said.
In its first year, One-On-One built itself into a network with 400 affiliates and owned-and-operated stations in Boston, Chicago, Los Angeles and New York. Its 1999 marketing plan includes special attention on those four markets, with advertising becoming more focused on the on-air personalities, Phillips said.
“It will be different than year one,” Phillips said. “We don’t have to introduce ourselves in the marketplace, and that will open up a whole new world of marketing opportunities.”
The plan may include TV advertising in key markets, supported with newspaper and transit ads, plus a heavier schedule of event and promotional marketing.