ATLANTA--(BUSINESS WIRE)--In an effort to tap into local marketing talent in a new and exciting way, the Atlanta Hawks and AgencySparks played host to the inaugural Agency Shootout event on Wednesday, August 17, putting four Atlanta marketing firms on the spot with a head-to-head, high-speed idea-pitching competition.
Agencies were asked a series of questions focusing on Hawks marketing and engagement opportunities and given just 10 minutes to come up with a fresh idea and develop a “pitch” – marker drawings on poster-sized sticky notes and a talk track – to present to a panel of four judges. After an evening of intense competition, Virginia-Highland based Tailfin Marketing emerged victorious.
“It was a completely unique, crazy and electric experience,” said Tailfin’s Director of Strategy and event team leader Greg Abel. “I don’t think our team has worked this fast – and had this much fun – in such a concentrated format. We had a blast, and winning the whole shebang was the icing on the cake.”
Ideas were presented to the panel of marketing and sports industry celebrity judges including Hawks CEO Steve Koonin, seven-time NBA All-Star and Hawks Vice Chair Grant Hill, Hawks Ownership Group Member Jesse Itzler and Aaron’s VP of Marketing Andrea Freeman. Judging went round by round with a Dancing with the Stars-style paddle raise on initial impressions followed by more in-depth scoring in categories of Creativity, Feasibility and Engagement. The more than 200-member audience could also submit their votes via the Hawks mobile app.
“While all the agencies were impressive, Tailfin truly delivered the strongest mix of creative ideas that were the right brand fit for the Hawks and most relevant for our core audiences,” said Melissa Proctor, Executive Vice President and Chief Marketing Officer of the Atlanta Hawks and Philips Arena. “Their pitches around the B-2-B and Community segments will give fresh inspiration for how we approach small business owners as well as look at programming our renovated basketball courts throughout the city.”
For the event, the Hawks partnered with AgencySparks, an Atlanta-based business focused on connecting brands with marketing agencies. Founder and CEO Joe Koufman was ultimately responsible for leveraging his extensive marketing community relationships to choose the diverse group of participating agencies.
“When Melissa and I first discussed the idea of a competition to show off the creative talent in Atlanta, I jumped at the opportunity for AgencySparks to get involved,” said Koufman. “Our goal was to bring together the best marketers in town, so we invited top clients as well as a diverse group of Atlanta agencies. Tailfin is not only certified woman-owned, but they have a stellar reputation for creative excellence, so it was an easy decision to include them.”
Other competing agencies included PM3, Yalo and Modo Modo Agency. “Let’s never do this again,” said Abel jokingly when asked about what it was like to go against some of Atlanta’s best marketing minds. “It was just awesome to see these big ideas – happening in the blink of an eye – all flowing forth from top talent based right here in Atlanta. They said this event would be ‘True to Atlanta’ and I think that pretty much nails it!”
Tailfin is an Atlanta-based integrated marketing communications company that partners with clients across a wide array of industries. Founded in 1999 by Atlanta ad agency veterans Greg Abel and Lola Carlisle, Tailfin has grown to a shop of 25+ strategy and creative professionals serving local, regional and international clients including Southern Company, Chick-fil-A, Wyndham Hotels and the Atlanta Airport District. More information can be found at tailfin.com.