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Pitch won by: Trisect


Pitch

PITCH

Advertising

TargetSUMMARY | About this pitch

The NFL Draft is not for another few days, but the Chicago Bears already have some fresh faces in the mix at Halas Hall.

The team this week will announce that it has selected Trisect as its new ad agency of record, replacing Two by Four, the local shop that has run the Bears' marketing campaigns for the past seven years.

It's the first pro sports team client for Trisect, a 10-year-old agency headquartered in the West Loop whose ad expertise has been in retail with such companies as ConAgra Foods, Kimberly-Clark and U.S. Cellular, as well as brands including Mike's Hard Lemonade and Kawasaki motorcycles.

The Bears opened an ad agency review this year after a run with Two by Four dating back to 2008's "One City. One Team." campaign. Two by Four oversaw the team's "Believe In monsters" marketing mantra in 2012 as well as its most recent ads, which have showcased the "Bear down" tagline.

"It was time to see what else is out there, what other ideas might exist," said Bears Vice President of Communications Scott Hagel, noting that Two by Four "set the bar high" for its ad creatives. "We're obviously growing and wanted to make sure we were growing at the right pace with the right people."

Unlike most pro sports teams, the Bears don't run ad campaigns to sell tickets. They have no trouble doing that at Soldier Field, thanks to their overwhelming popularity and the size of the Chicago market.

But Hagel stressed the importance of bringing more casual sports fans closer to the Bears brand. That can pay off for the franchise in merchandise sales as well as being vital to sponsors that want to use the team as a platform to connect with customers.

"You need that outside perspective to kind of give you insight from outside of your walls in terms of what's the perception (of the team)," said Hagel, adding that Trisect "had a really good bead in terms of understanding how the casual fan might think of the Chicago Bears and how we might be able to better serve them."

Trisect will not only be charged with helping the Bears connect with casual fans but also must help the franchise expand its reach on digital and social media channels.

The Bears have not invested as heavily on those fronts in the past. The team didn't have a staff member dedicated to managing social media channels like Twitter, Facebook and others (it is launching a Snapchat profile this week) until August.

"They really wanted to be modern marketers," said Trisect CEO Dick Thomas, who founded the company in 2005 after serving as the chief executive for North America at Leo Burnett retail and direct marketing division Arc Worldwide. "That means embracing technology, embracing individual experiences and bringing the best they can to the audience."

Hagel said Trisect will in addition help the team drive more fans to its marketing events, such as an annual 5k race it launched two years ago and will hold again in June. Other events include a kickoff festival to start the season and the Bears' annual family fest practice at Soldier Field.

Client CLIENT | Chicago Bears's Customer Analysis


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