ESPN (DIS) has enlisted creative ad agency Droga5 with the task of reaching its ever diversifying (i.e. women) and distracted viewer base (i.e. various online platforms). The ad agency that counts Under Armour (UAA), Tencent (HKG: 0700) & Dos Equis (AMS: HEIA) as clients, will handle both creative and strategic, for the overall brand and its feature show “SportsCenter”. Droga5 has big shoes to fill though, as former agency of record Wieden + Kennedy was responsible for the popular “This is SportsCenter” campaign. Rival Fox Sports has since hired Wieden + Kennedy as its agency of record to work on a new ad campaign for the start of college football season.
Howie Long-Short: ESPN cut paid media promotion from $26.3 million in 2016, to under $9 million in H1 ’17. As the company continues to lose subscribers, I would expect ad spend continues to drop.
Fan Marino: The monkey see, monkey do game continues at Fox Sports, this time on the advertising side. If ESPN touches it, Fox Sports wants it. If you want to give one former ESPN personality a watch/listen on Fox Sports, make it Colin Cowherd.