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TMCNet:  Jaguars switch companies for marketing, advertising ; On Ideas Inc. replaces Dalton Agency, which did the job for 18 years [Florida Times Union]

[January 02, 2014]

Jaguars switch companies for marketing, advertising ; On Ideas Inc. replaces Dalton Agency, which did the job for 18 years [Florida Times Union]

(Florida Times Union Via Acquire Media NewsEdge) The Jacksonville Jaguars have made a switch with their marketing and advertising firm handling the team's promotions.

The NFL franchise announced Tuesday that a deal has been signed with On Ideas Inc. of Jacksonville to handle branding, creative services and public and community relations for the Jaguars. On Ideas replaces the Dalton Agency, also of Jacksonville, who handled those duties for the Jaguars for 18 years, since the beginning of the franchise.


"It is an effort to continue to build our brand, to generate ideas and find ways to maximize the opportunities that we have in the market," said Jaguars spokesman Dan Edwards. "It's not a reflection on Dalton at all. They were a very good partner and did great work with us. This was an effort to create new and fresh ideas as we move forward." Edwards declined to disclose the length or monetary value of the contract signed with On Ideas, which has already assumed the marketing and advertising duties for the Jaguars.

Dalton officials did not make a bid to renew the contract with the team.

"We decided strategically not to respond to the request for proposals that the Jaguars put out," said Michael Munz, partner at the Dalton Agency. "Our strategic approach was to grow beyond Jacksonville [focusing on Orlando, Tampa and Atlanta]. ... It would be in everyone's best interest to say we decided to move on and grow. There was no competition, there was no loss of the account." West Herford, partner and managing director of On Ideas, said the primary objective for the company is to build "outreach" for the Jaguars through community events and philanthropic efforts. On Ideas will not handle public relations directly for players or staff administrators related to football operations.

"We want to ensure that the city and the community rally around this organization and feel like the Jaguars are representative of 'The Bold City,'" Herford said, adding part of the work is to drive up ticket sales for the games.'LOT OF OPTIMISM' Of course, those objectives are coming during a season when the Jaguars are currently in the midst of a 3-9 season with only four games left to play, although the Jags have managed to win three of their last four.

Herford was repeatedly asked how much of a marketing challenge is facing his company as the Jaguars have performed so poorly on the field. The team hasn't had a winning record since 2007.

"I think right now what you've got going into Thursday night is a lot of momentum and a lot of optimism, " Herford said.

Thursday night, the Jaguars host a home game at EverBank Field against the Houston Texans that will be aired on the NFL Network. Herford said that can be the beginning of a turnaround for branding.

"Every great organization at some juncture has to rebuild. No one is a dynasty year in and year out," Herford said. "Starting with Mr. [Shad] Khan [owner] and Mark Lamping [president], this is a fantastic organization from top to bottom these days. With every week, they get better and with every week there's more of a reason to be a proud and vocal Jaguar fan." Herford said "street teams" from On Ideas have already hit the ground with promotional material heightening the nationally televised game.NEW APPROACH FOR '14 In terms of the broader picture, Edwards said the contract signed with On Ideas was aimed primarily at a new approach for the 2014 season rather than an immediate brand turnaround for the remainder of this season.

Herford acknowledged the On Ideas staff is currently in the formative stages of their marketing approach for next season of the Jaguars and the details on events and promotional tactics haven't been finalized.

"It's with a long-term vision in mind," Herford said. "We're very proud that we have long tenures with our clients. We don't look day to day with any of our clients. That holds true with the Jaguars also. We expect this team to be in contention for the hearts and minds of the community."Drew Dixon: (904) 359-4098 (c) 2013 ProQuest Information and Learning Company; All Rights Reserved.

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