DraftKings to Drop Ad Agency: Wants to Become Less ‘Sophomoric’
Let’s face it: the DraftKing ads that we’ve been inundated with over the past several months have been pretty good. But the world’s second largest Daily Fantasy Sports wants to shed its “frat boy” image with a $200 million media spend, six times last year’s ad spend.
This could have something to do with DraftKing’s recent partnership with Disney-owned ESPN. Or it could just be the company wanting to expand its appeal to a wider audience.
A source tells AdWeek: DraftKings sees the current ad campaign as "a little bit sophomoric, a little bit frat boyish”.
DraftKings' search is in its final stages, with a handful of agencies scheduled to make presentations later this week at the company's headquarters in Boston. Sources identified the finalists as BBDO in New York, The Martin Agency in Richmond, Va., Arnold in Boston, Wieden + Kennedy in New York and Butler, Shine, Stern & Partners in Sausalito, Calif. (The agencies had no comment.) A selection is expected by the end of the month. The winner will succeed Havas Edge, a direct-response shop.
Aaron Goldstein, DFS911.com