ESPN has appointed Droga5 New York as the agency to handle integrated strategic and creative duties for the overarching ESPN brand as well as the flagship property, SportsCenter. The assignment is effective immediately with a new campaign anticipated to debut in the coming months.
The appointment follows the split of ESPN with Wieden + Kennedy, its longstanding agency partner, late last year after a 25-year partnership. W+K left for a new assignment with Fox Sports.
The shop was ESPN’s first agency of record and developed the “This Is SportsCenter” campaign and branding for the sports network’s flagship show.
“We were struck by Droga5’s keen understanding of the ESPN brand, as well as its strategic thinking and long-term vision,” stated Ed Erhardt, president global sales and marketing. “We look forward to working with them to connect with our fans in new ways.”
David Droga, founder and creative chairman, Droga5, stated: "ESPN is far more than just a sports brand, it is a reference point and part of our everyday lives. As sports fans and storytellers, we couldn't be more thrilled to work with them to help charter their next iconic chapter."
Droga5 isn’t the only agency that will do work for the network, which has a roster of shops, just like many marketers, as well as an in-house agency.
Today, the in-house agency, ESPN Creative Works unveiled its new "Monday Night Football" campaign. Have a look at the first spot here, about an office worker trying to get through his day so he can get home in time for the game. More spots will follow, featuring network personalities Sean McDonough and Jon Gruden.
Good luck, Droga5. Hope this isn’t one of those quickie rebound relationships!