Manhattan creative and production boutique The Concept Farm has been named agency of record for ESPN ABC Sports' customer marketing and sales division, joining Wieden & Kennedy and Ground Zero on the network's agency roster. "We're unbelievably excited about it," says Concept Farm partner Gregg Wasiak. "It's great to take it to that next level." The Concept Farm, founded in 1999, has worked for a range of clients -- from Jordache to the History Channel -- on a project basis, but agency of record assignments have been scarce. In the last year, the shop has worked on several projects for ESPN, including a series of on-air promos for the network's coverage of the Pro Bowlers Association Tour (click here to see a sample). The Concept Farm was awarded the business after a two-month review that included other, unnamed agencies.
In its new role, the firm will develop co-branded promotions -- contests, giveaways, etc. -- for ESPN ABC Sports and its sponsors, as well as develop and produce the creative to publicize the promotions. "It was to our advantage that we had a really solid agency background," says Wasiak. "We've already worked with ESPN, so we were really familiar with their brand, and we have a lot of production experience, so we just kind of married those things together and things fell into place."