• May 19, 2010

For years, ESPN has produced the well-received "This is SportsCenter" campaign -- albeit with the help of Wieden + Kennedy -- and now it's forming a sort of in-house agency: ESPN CreativeWorks.

ESPN said Tuesday it will assist clients with developing creative using a tone that dovetails with ESPN's accent. Among its goals: crafting co-branded vignettes with marketers, as well as spawning promotions that stretch across multiple screens.

CreativeWorks falls under ESPN's sales organization, although it may call on outside agencies ESPN works with for production help, including Triple Double, Maggie Vision Productions and Phoenix Productions. No word on any Wieden involvement.--David Goetzl