NEW YORK: The Sony Ericsson WTA (Women's Tennis Association) tour has named GCI Group its global AOR.
Stephen Bonsignore, Group VP GCI Sports, a recently formed specialty unit within the consumer marketing practice at GCI, said the agency began working on the account in May and is being charged with two primary objectives-engage young female consumers by extending coverage of the sport and its less popular players beyond the sports pages and into the lifestyle media; and "sponsor name utilization."
Bonsignore said the goal is to make sure Sony Ericsson precedes WTA every time it's mentioned in the media. "Part of our call from the client is to make sure we get [Sony Ericsson] out in the media and associated with the tour," Bonsignore said. "We're working on creative ideas on how [to get] the sponsor built into the story."
GCI will also assist with content development and establishing a presence in the digital realm.
"Teen girls... get a lot of their advice online from peers," Bonsignore said.
GCI, which has done consulting work for the tour, beat out two other agencies in the final pitch. Length and financial terms were not disclosed.
"We have done senior level consulting work with them for many years on issues, but they never engaged an agency for ongoing media relations or creative. So this is a new step for them and represents a lot of things," Bonsignore said. "The tour has been successful and had a good track record, but they realized at this point that they needed to engage some outside support."