The Louisville Slugger and Bionic Gloves brands, owned by Hillerich & Bradsby, named imc2 their agency of record.
Bill Clark, president, Louisville Slugger and Bionic Gloves states, “We selected imc2 to be our AOR because their unique approach to strategy and creative will build awareness and brand equity, while creating long-term and authentic relationships with our consumers.”
“Louisville Slugger and Bionic Gloves are perfectly positioned to continue leading generations of athletes with performance technology,” said imc2 chief creative officer, Michael Davis. “We understand their heritage of authentic relationships, often starting with a young person's dream to play. We are excited to collaborate with both of these brands to help them build movements and develop modern storytelling platforms.”
For Louisville Slugger, imc2's initial focus is to help the brand introduce its new non-wood bat technology as new bat rules are introduced to high school baseball in 2012. In addition, imc2 will help the brand identify its purpose, which will lead to the creation of a more comprehensive and thoughtful marketing strategy and execution.
Imc2 will work with Bionic Gloves, specifically the golf glove segment, to develop a marketing strategy with a heavy focus on the digital space. Also, the agency is developing strategies for the 2011 holiday season to target a variety of gloves for golf, fitness, gardening, winter and more.
Tom Bateman, imc2's vice president, client partner, said, “Our team members, with deep digital roots, know how to lead brands successfully into the social space and help them thrive in the digital world where they can develop lasting and authentic relationships with consumers.”