Wednesday, May 2, 2012
Big 12 finds its new marketing partner
By ESPN.com staff
Big 12 commissioner Chuck Neinas said a new marketing campaign was on the way in the Big 12, but first, the league had to find the company in charge.
That's done now.
Hill+Knowlton Strategies has been hired by the conference as its public relations agency and will be charged with developing the "comprehensive PR strategy" for the league, which has a rebranding plan set for July when it will welcome a new commissioner and two new members, TCU and West Virginia.
"The Conference’s eight-person public relations agency selection committee was impressed by the caliber of H+K Strategies, its ability to create innovative programs that deliver results and understanding of our business challenges," Kansas State president Kirk Schulz said in a statement.
Schulz also served on the agency selection committee.
"As the Big 12 Conference welcomes its two new members, we wanted to execute a more aggressive communications campaign to promote the many strengths of our conference and member institutions," he said. "We believe H+K Strategies is the right partner and we are excited to work with their team to carry out a dynamic, multifaceted communication strategy."
Interesting note: Last year's "How We Play" campaign was put together by GSD&M, an Austin-based advertising company that's had several past high-profile candidates.
The league's going in a different direction this year with the Dallas-based H+K Strategies.