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Hires, Wins & Business

Arizona Coyotes Names MullenLowe LA Agency of Record

Team and agency collaboration will bring a creative edge to NHL team

Arizona Coyotes Names MullenLowe LA Agency of Record

The Arizona Coyotes announced today that MullenLowe Los Angeles has been named as the agency of record for the NHL club. The agency was chosen after a competitive review against several highly creative shops to create a new brand identity and brand positioning for the Coyotes. The Coyotes and MullenLowe Los Angeles will strive to transform the Coyotes into more than a hockey team, highlighting the team’s multicultural approach and their commitment to leading and impacting their community.

“We are very pleased to partner with MullenLowe LA for our rebrand,” said Arizona Coyotes president & CEO Xavier A. Gutierrez. “We chose MullenLowe LA to help us with our mission to break NHL team stereotypes and present our club in a cool and edgy way. We want to change the way we showcase our players and incorporate the fashion and lifestyle world in our branding. Our identity and brand evolution will focus on our commitment to be consistent contenders on the ice, and as leaders by being inclusive, innovative and impactful in our community.” 

MullenLowe LA’s creative team has reimagined the Coyotes’ brand identity, with advertising that will impact the way fans experience the brand. The work will debut in September with a new brand anthem releasing in October. 

“There’s so much creative potential to elevate the Arizona Coyotes’ cultural relevance, especially with owners, executives, players and coaches who have a desire to be different,” said Javier Passerieu, managing director, MullenLowe LA. “We are very proud to partner with the Coyotes and work alongside them to modernise their brand and create excitement and buzz outside of hockey and into pop culture.” 

Tania Moreno, Coyotes senior vice president of marketing is leading the charge with MullenLowe. “The opportunity to help strengthen and elevate the brand is a big reason I accepted this role. I was impressed by MullenLowe’s ability to craft a brand platform & design architecture that encompasses all of the elements this organisation stands for and what we want people to appreciate us for.” Moreno in particular calls out the alignment of both organisations’ values centred around valuing diverse voices, creative solves to business problems and wanting to create memorable experiences for consumers & fans, while having a ton of fun throughout the journey, being so important in this decision to partner with MullenLowe. Unfortunately, Covid prevented The Coyotes from presenting the agency with the news of the partnership in person but overnighting a custom MullenLowe Black Kachina Jersey was a highlight.


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