The estimated $10 million account includes creative, planning and media. DDB will enhance awareness for the new cable network, which will televise more than 135 New York Yankees games next season. The launch, which will include TV, radio, newspaper and out-of-home, commences early next year.
"We're delighted to be working with DDB," said Leo Hindery Jr., chairman-CEO of YES. "They understand the greater New York area, and the tradition and legacy of the New York Yankees."
"This is a wonderful opportunity to be part of launching a great network," said Bob Kuperman, chairman-CEO of DDB, New York. "You can't work for a stronger and more beloved brand in sports than the New York Yankees."
YES debuts in March 2002 as a 24-hour, seven-day-a-week sports and entertainment TV network available to viewers in New York, New Jersey, Connecticut and Pennsylvania.