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Campaign Imminent Update: Atlanta Hawks name winner of Agency Shootout

Subject: TV, digital, social media, experiential, sponsorship

Company: Atlanta Hawks

(Update 8/31): Turns out, the agency shootout is just a promotional event, and according to the Hawks, "there was no commitment given for either the use of their ideas generated at the event or for future work from the organization in any capacity." So, it looks like the Hawks get some fresh marketing ideas and Tailfin wins a trophy and bragging rights. Don't worry, we're confused too. 

Update (8/30): After an evening of high-speed idea-pitching during an "Agency Shootout" (more info below), Atlanta's Tailfin Marketing took the winning title. 

During the competition, agencies were asked questions focusing on Hawks marketing and engagement opportunities, with 10 minutes to come up with an idea and develop a pitch to present to a panel of judges. Judging went in rounds, which began with initial impressions followed by more in-depth scoring in categories of creativity, feasibility and engagement. I hope bonus points were given to agencies who could dunk their ideas off a trampoline through a flaming ring of fire. 

EVP and CMO Melissa Proctor said of the winning shop, “While all the agencies were impressive, Tailfin truly delivered the strongest mix of creative ideas that were the right brand fit for the Hawks and most relevant for our core audiences.” 

 Atlanta-based sellers should continue to make sure they're top-of-mind with in-house decision makers, as well as congratulating Tailfin on its new victory, to secure traditional and digital ad revenue ahead of next season. 

Below originally published 8/11

Opportunity: In an effort to revamp its image and boost fan engagement, the Atlanta Hawks, #259 in the statement.

Keep in mind that this event comes only a few months after the Hawks named up a new CMO and went into "On the Brink" status in the VAI. So, hopefully ATL shops already reached out several weeks ago and secured an invite to the Shootout. 

With new agencies being evaluated, a new campaign will certainly launch for the next NBA season to fire up the city's notoriously fickle fan base. So, Atlanta sellers should make sure they're top-of-mind with in-house decision makers now to secure traditional and digital ad revenue. 

Winmo)
101 Marietta Street, Northwest
Suite 1900
Atlanta, GA 30303
(404) 878-3800

Melissa Proctor
Chief Marketing Officer
(404) 878-3800
melissa.proctor@hawks.com

Peter Sorckoff 
Chief Creative Officer & Executive Vice President, Brand and Innovation
(404) 878-3800
peter.sorckoff @hawks.com