Slingshot Wins $20M Texas Ad Account
The State of Texas has awarded its tourism advertising account to Dallas-based independent agency Slingshot. The shop replaces Interpublic’s TM, which had the assignment for about a decade.
A spokesperson for the governor’s office in Texas confirmed that the account contract “will cost about $20 million,” in fiscal year 2012 -- which, according to Kantar, is what the campaign spent on ads in 2010 as well.
That’s up from the annual $15 million a year the contract was worth when TM successfully defended the account in 2004 for a two-year term. TM subsequently renewed its agreement with the state without a formal review.
It was not clear whether TM defended this time around or what other agencies were in the two-month review. A TM rep did not immediately return an email query seeking comment.
As the new agency of record on the account, Slingshot will plot and execute an integrated campaign that includes creative, media planning and buying, digital and experiential events, a Slingshot rep confirmed. Media channels will include broadcast, print, online, social media and live events.
The shop will be responsible for promoting both domestic and international travel to the state.
“We couldn’t be more excited about our new agency partner,” stated Julie Chase, tourism director for Texas Tourism. “Slingshot’s proposal included quality strategic thinking and creative ideas, a thorough media plan and understanding of emerging platforms to reach our wide variety of target audiences.”
For its pitch, Slingshot created a dedicated group to manage the account, dubbed “Team Texas,” which is comprised of Slingshot, Dallas-based creative boutique Belmont Icehouse and international partners. Slingshot is managing the new assignment from its Dallas headquarters, but is opening a new office in Austin -- the state capital -- where the account team will be based.
“We set out to create a one-of-a-kind agency resource for Texas -- one with an unmatched knowledge of the state, a deep passion for Texas and the skill to apply next-generation thinking about how you sell it,” stated Owen Hannay, founder and CEO of Slingshot.
The privately held Slingshot was founded in 1995. The agency’s clients include Jack Daniel’s, Joe’s Crab Shack, Borden Dairy, IHOP@Home and the American Heart Association.
Recent MediaDailyNews Articles
-
Consumers Tag Costco, Movado As Most Promising Brands June 18, 6:09 p.m.
Costco, Cisco and Movado are the three most financially promising pure-play, publicly traded brands in the ... -
'Voice' Sings To Consistent Beat June 18, 5:57 p.m.
One of the biggest shows on broadcast television, finished its spring edition pretty close to where ... -
Motorola HIres Digitas For Global Media Account June 18, 5:43 p.m.
Google-owned Motorola has appointed Publicis Groupe’s Digitas to handle global media duties, according to sources. Those ... -
'Jimmy Kimmel,' MySpace Promote Musicians June 18, 2:56 p.m.
Select artists that appear on TV late-night show “Jimmy Kimmel Live” will get to perform an ... -
W+K Amsterdam's Heineken Ad Wins Cannes Lions Grand Prix, Creative June 18, 11:31 a.m.
A Heineken ad campaign from Wieden + Kennedy Amsterdam, the brand’s first global campaign effort, has ... -
Millennials Split In Attitude, Teens Less Upbeat, But Resilient June 18, 10:56 a.m.
MTV says younger U.S. millennials are a bit more pessimistic than older millennials.New millennials ages 14 ... -
Scripps Launches TV Everywhere With TWC June 17, 6:01 p.m.
Scripps Networks has a TV Everywhere deal with Time Warner Cable, allowing viewers access to on-demand ... -
Cannes Lions, Gates Foundation Partner For Global Initiative June 17, 5:51 p.m.
It sounds like a cliché from a beauty pageant, where the contestants talk about the lofty ... -
After TV, Sports Fans Up Coverage On Mobile, Social Nets June 17, 4:27 p.m.
While TV remains the No. 1 platform for sports fans, the second-screen TVs of sports -- ... -
Public Trust In Newspapers Dips Again June 17, 2:19 p.m.
In addition to their well-publicized financial woes, newspapers have a credibility problem, as Americans’ confidence in ...
Be the first to comment on "Slingshot Wins $20M Texas Ad Account"
Leave a Comment