Ad agency Publicis Indianapolis is suddenly scoring with sports.
Though it was not known for sports marketing before this year, Publicis’ local office has nabbed two high-profile sports clients in recent months, with the Indiana Fever announcing yesterday they have struck an agency-of-record deal with the firm.
Earlier this year, Publicis replaced Pearson Partners-formerly Pearson McMahon Fletcher England-as the Indiana Pacers’ ad agency and implemented an innovative campaign featuring new Coach Jim O’Brien, but no players.
Terms of Publicis’ contract with the Fever were not disclosed. Industry sources said that while the Fever account pales in size to the Pacers, it is still likely a low- to mid-six-figure sum.
Fever officials said they hired Publicis to help capitalize on the on-court success the WNBA franchise had last season, when the team made it to the Eastern Conference Finals.
“The branding and advertising work Publicis did for the Pacers this season was excellent-right on target-and we want to take advantage of that kind of strategic thinking for the Fever,” said Kelly Krauskopf, Fever Chief Operating Officer and General Manager.
About 75 percent of the Fever’s current fan base is women and Publicis has significant experience targeting female audiences, particularly with long-time clients Simon Property Group and St. Vincent Health, Krauskopf said.
The Simon family, which owns Simon Property Group, also owns the Pacers and Fever.
Publicis’ primary goal will be increasing ticket and sponsorship sales, said Publicis President Tom Hirschauer.
The agency will provide marketing, creative, media planning and buying and other advertising services for the Fever, with a focus on branding.
Publicis Indianapolis is a part of Publicis Groupe, a Paris-based publicly traded company.