Crispin Porter + Bogusky (CP+B) shoots and scores a championship franchise.
The agency’s Santa Monica office, CP+B LA, will develop the creative campaign for the next edition of the video game franchise NBA 2K by Take-Two Interactive's 2K label.
The MDC Partners agency won the account after a competitive pitch process in which LA-based independent agency Zambezi was the incumbent. Zambezi previously developed ad spots for the franchise that featured an "uncensored" Michael Jordan and the game's current cover star LeBron James.
Now, CP+B LA will roll out an integrated marketing campaign beginning in September that includes TV, digital, and social media. “Partnering with the creative minds at CP+B demonstrates our commitment to continue growing our franchise through the delivery of world-class creative,” said Alfie Brody, vice president, Global Sports Marketing, 2K.
Take-Two Interactive's marketing and selling expense is 16% of net revenue, according to financial filings, though executives decline further comment on ad expenditures. Each title has its own marketing budget that's built up by the labels based on what they think is required for the title, say executives.
NBA 2K is one of the developer's most important and profitable titles, so it will get more support. Indeed, the most recent title NBA 2K14 has become the fastest-selling release in history of its NBA 2K franchise with sell-in to date of more than 5 million units across console and PC since its October 1 debut.
Other CP+B clients include Kraft, Mondelez International, Domino’s Pizza, MetLife, Applebee’s, Charles Schwab, Fruit of the Loom, Turkish Airlines, Paddy Power, Hotels.com and Best Buy.