Dish Network picked Barton F. Graf 9000 as its creative agency of record -- the satellite TV provider's first in the last six years -- as it looks to step up marketing of Blockbuster and forthcoming broadband services.
The engagement of the New York-based agency is "one key part of our march toward more aggressive growth across our multichannel video, Blockbuster and bundled broadband businesses," Dish chief marketing officer Ira Bahr said in a statement.
Last year Dish spent $250 million in measured media, according to Kantar Media.
Dish acquired the assets for Blockbuster in April through bankruptcy court proceedings for $320 million.
Meanwhile, chairman Charlie Ergen has embarked on a strategy to accumulate wireless spectrum -- investing approximately $3 billion in the last six months in acquiring various assets -- which has led to speculation that Dish plans to introduce a new mobile broadband service.
Dish's previous agency of record was Publicis West in Seattle, announced in January 2005. Since ending that relationship, Dish has developed ad creative in-house and with outside agencies on a project basis.
Barton F. Graf 9000 was founded in 2010 by Gerry Graf, formerly chief creative officer of Saatchi & Saatchi NY and executive creative director of TBWA/Chiat/Day NY. "BFG is home to some of the most renowned creative talent in America and we are eager to bring the results of this partnership to market," Bahr added.
