We are not that far from when pitchers and catchers will report to Sloan Stadium in Mesa, Arizona to begin Spring Training. And with Spring Training comes a new marketing campaign to sell our beloved Cubbies to fans.
That responsibility will now fall on the shoulders of Lauren Fritts, whom the organization named the VP of Marketing.
In her new role, replacing Allison Miller who left the team last fall, Fritts will oversee club initiatives including advertising, branding and promotions. This should prove to be an interesting challenge as she begins to sell a team that, two years ago, won its first World Series in 100 years.
The new VP brings more than 15 years of experience from another major sports brand, Gatorade, where she served as Director of Consumer Engagement. Fritts drove integrated campaigns, branded content, experiential activations and media go-to-market strategy. Prior to that she was Director of International Consumer and Sports Marketing, responsible for leading the sports marketing strategy, negotiations and relationship management for the leading sports drink in the sport of global football.
Early in her career at Gatorade, Fritts helped created the branded entertainment function as an Executive Producer of the series Replay, an Emmy-nominated series that received multiple Cannes Lions and the Grand Prix.
Before joining Gatorade, the Glenview resident worked in public affairs at Res Publica Group and The Standing Partnership; supporting the sports marketing partnership team at Spring; and was a gameday media relations coordinator for the Kansas City Chiefs.
The Cubs current ad agency is Schafer Condon Carter Chicago. Over the last several years, the agency has done some great work with the team. However, time will tell if Fritts decides to hold an agency review. It would not be unexpected, but we are close to a new season and it would be a time crunch to bring a new agency on board and launch a new campaign.
It does seem though that the Cubs swung for the fences and got a homerun with Fritts. Play ball!
Contact Colin Costello at firstname.lastname@example.org or follow him on Twitter @colincostello10.