The NFL league has drafted Omnicom Media Group’s OMD to its media agency roster without a review.
The agency, OMD, will be responsible for media buying and planning for the league’s games. Havas Media on the other hand, will handle media buying and placement for the NFL’s digital and shopper account. The NFL decision will get the two agencies to collaborate and share data when possible at the media buying process as it’s seems to be a shared function.
OMD unreviewed addition move came at a time when the NFL kicks off its preseason with the 2019 Pro Football Hall of Fame Game and ahead of the 100th anniversary of the league. December of 2018, the NFL sent its creative account to 72andSunny, following a review, which reportedly initially included over a dozen agencies and ended a decade-long of creative relationship with Grey.
In 2018, the NFL spent $58 million on measured marketing alone. We anticipate by the end of 2019, NFL would have invested about the same as 2018, as $14.5 million had already been spent in Q1 2019.
Will Havas continue to be in charge of the NFL’s media buying and placement? Or will witness an interesting collaboration between the two?