DALLAS: The Big 12 Conference has selected Hill+Knowlton Strategies as its AOR.
H+K will help the Big 12 with brand positioning, marketing communications, media outreach, digital work, and stakeholder relations. Its Dallas office will lead the account, aided by staffers from its Washington office, the firm said in a statement.
The conference did not conduct an official RFP, but it initially interviewed as many as 10 firms nationally for the business.
“It's a great marquee client that will be fun for people to work with,” said Ken Luce, global COO at H+K. “You always like to have client relationships that people are interested in personally and professionally, and I have found a great desire of many people at H+K to work on the Big 12 Conference.”
The agency will conduct media outreach on behalf of the conference to both local and national general and sports publications.Texas A&M University and the University of Missouri will leave the Big 12 and join the Southeastern Conference for the 2012-13 season.
The colleges in the Big 12 include Baylor University, Iowa State University, the University of Kansas, Kansas State University, the University of Oklahoma, Oklahoma State University, the University of Texas, and Texas Tech University, with Texas Christian University and West Virginia University coming on board for the 2012-13 season.
“There has been so much change in college athletics that right now you have to start positioning yourself as an equity and as a brand, and the Big 12 has great brand equity and reminding people of that brand equity is what we're going to do with those assets,” added Luce.