Turner Wrestling Brings Ogilvy Into Its Corner

Officials with Turner Broadcasting System’s World Championship Wrestling division last week awarded their overall brand advertising account to the local office of Ogilvy & Mather.
Ogilvy bested two other Atlanta-based agencies–BBDO South and Clarion Marketing & Communications–for the WCW ad business. Billings could top $5 million, according to sources, though World Championship Wrestling officials declined to comment on the budget.
Agency president Neill Cameron referred all financial inquiries to the client.
Ogilvy & Mather will work with Turner Broadcasting System’s WCW division to promote its schedule of 12 pay-per-view specials, current programming and a new weekly prime time wrestling show that will debut on the TBS Superstation beginning Jan. 8.
The latter entry was to be officially announced last week at the Western Cable [Television] Show. World Championship Wrestling has some of the professional game’s better-known stars in its corner, including Hulk Hogan and Randy “Macho Man” Savage.
Additionally, Cameron said the agency would be handling all media planning and make all buys that were not on Turner-owned properties.
“This is going to be a lot of fun,” he said.
The cornerstone of the Atlanta agency’s assignment, however, will be to help World Championship Wrestling draw closet fans out into the open. Turner Broadcasting System officials, a source close to the review said, know that professional wrestling has a wider demographic than is currently being tallied. If they can prove that the sport enjoys a broader audience, TBS can tap into millions in additional ad revenues from sponsors that are not presently convinced of the viability of professional wrestling as an advertising vehicle.