Wanted: advertising agency to burnish the image of a high-profile not-for-profit with a serious reputation problem. Ad Age reported this week that the NCAA has sent out a request for proposals for a new agency to help spread the good word about college sports. “We’re seeking to move to a more multiplatform approach beyond just television, and any time you significantly change the scope of work, our policy here is that you go out to market,” says NCAA spokeswoman Amy Dunham.
The request includes a sideways acknowledgement of the bad press that has dogged the NCAA over the past two years: “Market research and media analytics show that misperceptions persist and opportunities exist to inform public opinion, increase confidence in the association, and boost awareness and advocacy for the positive values of intercollegiate athletics.”
