September 5, 2013
DETROIT, Mich. – SEPTEMBER 5, 2013 – Marketing communications agency Lowe Campbell Ewald, part of Interpublic Group, announced today that it has been selected as the creative partner for the Detroit Lions, the city’s NFL football team, for the 2013-2014 season.
Scope of work for the Detroit team includes brand strategy and overall design direction, as well as creative campaigns consisting of print, outdoor, social media and in-stadium experience. Spend is not being disclosed.
The partnership, the first since the agency joined the Lowe and Partners Worldwide network, kicked off in July with the soft launch of “One Detroit. One Pride.,” a campaign that inspires to unite the Detroit Lions and city of Detroit. The official campaign will launch in conjunction with the Lions’ home opener on September 8.
“We have a strong sense of unity here in Detroit, between the players, coaches, fans and citizens, and we want the entire NFL family to not only see it, but feel it,” said Jim Palmer, CEO of Lowe Campbell Ewald. “This partnership is a meaningful win for us and everyone involved agreed our strategy should stretch beyond the boundaries of football and seamlessly showcase Detroit’s persevering spirit.”
The Detroit Lions are members of the North Division of the National Football Conference (NFC) in the National Football League (NFL). One of the oldest franchises in the National League, the team joined the NFL in 1930 and currently plays home games at Ford Field in downtown Detroit.
Earlier this year, Lowe Campbell Ewald announced it was relocating to downtown Detroit after 35 years in the suburbs. The agency is expected to move into to the J.L. Hudson Warehouse at Ford Field in January 2014.
About Lowe Campbell Ewald
Lowe Campbell Ewald is a full service, fully integrated advertising and marketing communications agency in the U.S. The agency provides both traditional and specialized capabilities including advertising; insights and strategic planning; integrated content strategy and development; digital; social, DM/CRM, retail and experiential marketing; and media planning and buying. As the U.S. hub for the Lowe and Partners global network, Lowe Campbell Ewald has offices in Detroit, Los Angeles and San Antonio. Clients include Alltel Wireless, Cadillac, Carrier, Chicken of the Sea, Consumers Energy, Kaiser Permanente, Olympic Paints and Stains, OnStar, USAA, the United States Navy and Western Governors University.