MVP.com, the Chicago-based online sporting goods e-tailer founded by John Elway, Wayne Gretzky and Michael Jordan, is moving creative in-house after the dot-com and Leagas Delaney, San Francisco, parted over creative differences. When the account was announced in January, a $50 million budget was cast about as the billing number, but actual spending has been in the $15 million range, primarily focused on a TV campaign featuring a black screen onto which images of the three stars appeared. Leagas keeps media buying and planning. MVP.com, whose president-CEO is former Sears, Roebuck & Co. executive John Costello, in May awarded its integrated online branding business to Digital Edge, New York, an interactive arm of the Media Edge unit of Sears agency Young & Rubicam.
Copyright July 2000, Crain Communications Inc.