Davis Elen Advertising tackles San Diego Chargers account for SoCal media blitz
The San Diego Chargers' newly hired advertising agency is planning a Southern California media blitz.
Davis Elen Advertising, based in downtown Los Angeles, has landed the media buying account for the professional football team. With the weak economy putting a drag on season ticket sales, the agency's goal will be to make the Chargers feel like the home team for people who live in Los Angeles, Riverside and Orange counties as well as the residents of San Diego County.
"The Chargers obviously saw an opportunity here," said Jim Kelly, a Davis Elen partner and managing director. "They are San Diego's team, but they certainly would like to draw more fans from Los Angeles, the Inland Empire and Orange County."The Los Angeles market has been without a major football team for 15 years. The Rams left Southern California in 1995, the same year the Raiders decamped and returned to their longtime home in Oakland.
Davis Elen landed the account, in part, through its existing relationship with the Chargers. Kelly also manages media buying for the San Diego County Toyota Dealers, which has been one of the sponsors of the football team for several years. San Diego-based Sexton Communications previously handled the Chargers' business.
"The team was looking to capitalize on Davis Elen's strength and leverage in Los Angeles and Orange counties," said Kelly, who has been with the firm for 24 years. He said Davis Elen would also utilize its partnership with Castells & Asociados, a Los Angeles ad agency that focuses on the Latin market.
Davis Elen plans to coordinate the Chargers' ad campaign on various platforms, including television, radio, newspapers, magazines and Internet sites. With billings of more than $150 million a year, the firm also handles media buying for the Southern California Toyota Dealers and McDonald's restaurant operators.
-- Meg James
Photo from January 2010 San Diego Chargers football game by Wally Skalij / Los Angeles Times.