BC Lions hire DDB Canada
By Adnews Staff
Vancouver-based Canadian Football League team the BC Lions has retained DDB Canada as its new marketing agency of record. The assignment includes strategic counsel, branding, advertising and communications services intended to reinforce the team's brand and increase attendance at its games. DDB will service the account from its Vancouver office. The agency won the account without a review. "We've followed DDB's work closely," said George Chayka, vice-president of business for the BC Lions. "It has a tremendous record for big ideas and results, and an all-star creative team to help us champion the BC Lions brand to grow and deepen our fan base." The team will play the 2010 season at a temporary stadium at Empire Fields while a retractable roof is installed at BC Place. The Lions will return to their home stadium in 2011, when the venue will also host the Grey Cup championship game. "Growing the fan base for when BC Place hosts the Grey Cup in 2011 and promoting the Lion's temporary home at Empire Fields offers a unique opportunity that DDB is ready to tackle," said Richard Sandor, senior vice-president and managing director at DDB Vancouver.