|Photo: Tony Pettinato|
To build excitement over the six-week NBA playoffs and into the finals, Ms. Albert, 45, laid out a strategy "to focus on the intensity of competition and players' shared commitment to win."
Goodby, Silverstein & Partners, San Francisco, "delivered on that brilliantly," says Ms. Albert, with a campaign spanning print, web and TV. She also worked with the NBA's TV partners -- ABC, ESPN and TNT -- which integrated creative from the NBA ads into the networks' own promotional efforts for the playoffs.
"This was the first time we went out with a joint campaign to maximize reach," says Ms. Albert, who describes this "most ambitious campaign" as "hard-working." According to Nielsen, playoff viewership on ESPN among men 18 to 34 rose 55% from the previous year, while TNT and ABC saw gains of 30% and 41%, respectively, in the same demographic.