Major League Baseball, New York, on Oct. 3 awarded an estimated $20 million to $30 million account for advertising in the 2001 season to FCB Worldwide, San Francisco. MLB previously worked with Leo Burnett
Vigilante and the Lord Group. MLB Exec VP Timothy Brosnan said FCB developed an "umbrella idea that captures the emotional connection people of all ages have with the game." That concept will be used for all of MLB's brand initiatives including image ads, public service advertising, consumer products and the relaunch of mlb.com. The ads will run next year when the contract between team owners and players is up for renewal.
Copyright October 2000, Crain Communications Inc.