DDB Worldwide’s new dedicated esports and gaming network agency, DDB FTW, has announced a partnership with ESL. 

Prague-based DDB FTW was launched by New York-based advertising giant DDB last week, and billed as “the world’s first specialised esports and gaming network agency.” 

The partnership with MTG’s ESL is aimed at elevating and strengthening ESL and DreamHack’s commercial portfolio – including through offering opportunities to DBB’s existing clients. 

Discussing the collaboration Global SVP Brand Partnerships at ESL, Mark Cohen, said:

“For the past 20 years, we have been at the forefront of launching leading brands into the esports sphere, creating game-changing brand partnerships. Our cooperation with DDB FTW enables us to introduce their clients to our target audience and develop innovative brand strategies together for esports fans worldwide.”

While Global SVP Business Development, Bernhard Mogk, added:

“Gaming culture is deep, diverse, and nuanced. You cannot declare yourself a gamer and think you can speak their language.

“The FTW team has gaming in their DNA, several of them are accomplished esports competitors. This deep passion is the only way to forge meaningful innovation while respecting the integrity of the culture.”

And, DDB FTV CEO Global Esports & Gaming Lead, Darko Silajdžić, noted:

“We are entrusted with being the guardians of our client’s brands. So when we bring opportunities like ESL to them, they know there is a meaningful fit with their values and strategy.”

AYO.NEWS says:

Landing ESL, the world’s largest esports company, as one of its first clients is certainly a big coup for DDB FTW, and will put its claims to the test. ESL already has strong commercial relationships with many major brands, so it will be interesting to see if DDB FTW manages to pull in some new non-endemic names. 

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