Major League Baseball CMO Karin Timpone has hired Wieden+Kennedy Portland as the league’s first creative agency of record in eight years to develop a new brand platform. The move aims to rethink and deepen fan loyalty by producing filmed creative and broader marketing work aimed at engaging younger stars, celebrities and diverse fan interactions with the game.
Agencies Inside the Future of the MLB’s Marketing Wieden+Kennedy Will Develop the League’s New Brand Platform By Jenny Martindale • 1 min read March 16, 2023 Major League Baseball CMO Karin Timpone gives a glimpse into the future of the league’s marketing plans. The scene is set in two suites at Game 3 of the World Series in Philadelphia last November. Sports x Entertainment stories you don't want to miss Newsletters Weekly Engage What's the deal? In one suite sat some of baseball’s most outgoing rising stars—Cy Young winner Sandy Alcantara, budding TV personality Jazz Chisolm and Triston McKenzie, who wants to build a business empire like LeBron James—and celeb fans like Miles Teller, who clocks in a bit younger than the average celebrity TV broadcasts typically highlight during an MLB game. In the other suite stood Timpone’s team (with various baseball personalities and celebrities like Roberto Clemente’s family, former Yankees manager Joe Torre, and celeb couple Tim McGraw and Faith Hill), who is plotting the next generation of baseball marketing. Timpone has hired Wieden+Kennedy Portland as the league’s first creative agency of record in eight years. Timpone wants to drive loyalty as she’s rethinking fandom and how that impacts the way fans interact with the game of baseball. The bottom line: “We wanted the right partner to be able to work with us not only on filmed creative but across a variety of different things,” Timpone said. “And the work that you’re going to see unfold this season will definitely point to the breadth of the opportunity here.” Read: Ad Age (subscription) Newsletter: 03/16/23 issue Tweet % module "blog_comments" path="@hubspot/blog_comments", label="Blog Comments" % --> Sports x Entertainment stories you don't want to miss Newsletters Weekly Engage
Curated by Taleb Kabbara · Source: www.hashtagsports.com
Major League Baseball, Wieden+Kennedy Portland, Wieden+Kennedy, World Series, Sandy Alcantara, Jazz Chisolm, Triston McKenzie, Joe Torre, Faith Hill, Karin Timpone, Wieden+Kennedy Portland, Ad Age
Major League Baseball: Major League Baseball is the professional baseball league whose CMO Karin Timpone is rethinking fandom and has hired a new creative agency to develop the league's brand platform.
Wieden+Kennedy Portland: Wieden+Kennedy Portland is the creative agency hired as Major League Baseball's first agency of record in eight years to develop the league's new brand platform and to work across filmed creative and other channels.
Wieden+Kennedy: Wieden+Kennedy is the global advertising agency network of which Wieden+Kennedy Portland is a regional office involved in developing Major League Baseball’s new brand platform.
World Series: World Series is Major League Baseball's annual championship series, referenced as the event where two suites showcased different baseball talents and marketing stakeholders during Game 3 in Philadelphia last November.
Sandy Alcantara: Sandy Alcantara is a Cy Young winner and one of the baseball rising stars mentioned as being in a suite at Game 3 of the World Series.
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