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Chicago Blackhawks hire new advertising agency - Marketing/media News - Crain's Chicago Business

Blackhawks hire new Pitchfork-schooled ad men As the Chicago Blackhawks try to reinvent themselves on the ice after their worst season in more than a decade, the team has hired a new agency, backed by two guys who built the Pitchfork music brand, to give it a fresh voice in its advertising. The NHL team is taking a flier with an upstart Chicago creative firm called Varyer, launched this year by former Pitchfork President Chris Kaskie and former Pitchfork Creative Director Mike Renaud. They're still in the process of building out a West Loop studio for their eight employees, but expect to deliver new advertising ideas for the team later this year, the co-CEOs said in an interview. Bringing on Varyer appears to mark an end to the Blackhawks' long-standing relationship with Ogilvy Chicago, the ad firm behind the Blackhawks' "One Goal" campaign. Hawks Executive Vice President Jay Blunk said in a statement that the team has "drawn from many sources successfully in the past"—including Ogilvy—for its advertising and content creation efforts, but that Varyer "will consolidate our efforts moving forward as our agency of record." Blackhawks spokesman Adam Rogowin did not respond to questions about whether Ogilvy will continue to play a role in crafting the team's messaging. An Ogilvy spokeswoman could not be reached for comment. The move is another example of Blackhawks owner Rocky Wirtz keeping the team's business extensions in the family. His son, Danny Wirtz, is a partner in the Varyer venture. The elder Wirtz has found ways to cash in on the Hawks using other arms of his Wirtz Corp. empire, such as using the team's official bar program to help promote brands represented by Wirtz's alcohol distribution business. Wirtz also spun off the Blackhawks' video production team into a separate company, Banner Collective, which produces content for the team as well as a variety of other companies.

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