June 2009
The National Football League (NFL) has selected Grey New York to create a comprehensive new branding initiative, unifying all of its marketing efforts behind key business units. This assignment, following a creative review, consolidates all league marketing efforts in a single brand campaign that will further drive growth and enhance the brand value of the NFL and its various business units, including media, consumer products, and e-commerce efforts.
Mark Waller, the NFL's SVP Marketing and Sales said, "We have wanted to create a single brand campaign throughout the league for years, but we've never seen an idea from an agency that addressed all of our varied business issues with equal effectiveness. Grey presented us with creative that promises to pay tribute to our sport and fans and resonate across media channels to further drive consumption of each of our properties."
Dena Kaplan, SVP Marketing for the NFL Network said, "We are excited to launch for the first time an integrated, dynamic, groundbreaking campaign approach that promises to build fan affinity and consumption across all of the NFL business units."
Jim Heekin, chairman and CEO of Grey Group said, "We are thrilled and proud to partner with the NFL to further their dynamic growth plans. We look forward to helping them leverage the strength of what is one of the most iconic American brands."
Tor Myhren, Chief Creative Officer of Grey New York said, "We wanted to create a campaign that reflected the power and scope of the NFL while showcasing the extraordinary prowess of its athletes, the popularity of its teams, and the unparalleled passion of its fans. We are looking to capture the purest articulation of the NFL experience. In every game, monumental things happen in a fraction of a second, but then are re-lived over a lifetime. Our work is a celebration of those moments, and the players, teams and fans that create them."
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