• by Steve McClellan  @mp_mcclellan, August 31, 2016

Interpublic Group’s Avrett Free Ginsberg (afg&) has been named creative agency of record for the United States Equestrian Federation (USEF), the organizations confirmed Wednesday. 

The New York-based afg& will develop a new integrated campaign, including video for TV and digital, print work, and social, which will launch in January of 2017. All work will be developed out of afg&’s New York office. 

“We’re excited to work with [afg& Creative Chairman & CEO] Frank Ginsberg and his award-winning creative team to bring the joy of horse sports to as many people as possible,” stated Murray Kessler, USEF President-elect. “The team at afg& showed their passion for our new vision and strategy. That combined with my years of experience working with them while CEO at Lorillard, Inc. gives us confidence that they’re the right partners as we embark on an ambitious marketing and educational campaign in 2017.” 

Added Ginsberg: “Coming off the excitement of seeing the equestrian sport brought to life in Rio and the success of the US teams, we’ll work with Murray and the team at USEF to promote all horse sports, foster growth at all levels and unite the equestrian community.” 

The IPG shop was founded 44 years ago. In addition to its base in New York it has offices in London, Sydney, Singapore and Sao Paulo. The agency has worked with brands such as Clear Eyes, Tumi, Coty and Bacardi.