DALLAS: The Big 12 Conference has selected LDWW Group, the firm founded by former Hill+Knowlton Strategies COO Ken Luce, as AOR. H+K was the incumbent on the account.
Luce, who launched his firm in January, brought over the collegiate sports conference as one of his first clients. He said H+K still helps to support the account. Budget information was not disclosed.
The scope of work includes proactive and reactive media relations, as well as help with social media, digital, and marketing, said Luce. LDWW is also producing public service announcements for the conference.
“It's truly an integrated piece of business that's really fun,” said Luce.
In addition to promoting the conference's men's and women's sports, LDWW will position education initiatives and programs at its member schools.
“I want to continue to make sure the Big 12 is always positioned as one of the top two or three conferences athletically in the country, and also help to drive some of the academic agenda of the conference as a whole,” added Luce.
The Big 12 conference consists of Baylor University, Iowa State University, the University of Kansas, Kansas State University, the University of Oklahoma, Oklahoma State University, the University of Texas, Texas Tech University, Texas Christian University, and West Virginia University. Texas A&M University and the University of Missouri have left Big 12 in recent years.
The conference will host the 2014 Men's Basketball Final Four, and the Big 12's football champion will face off against its counterpart from the Southeastern Conference as part of college football's new playoff system next season.
H+K was brought on as AOR for the Big 12 last April, working on brand positioning, marketing communications, media outreach, digital work, and stakeholder relations. Luce, who joined H+K in January 2011, left the WPP Group firm last summer.