Hasta La Creative!

The National Basketball Association has shifted media planning and buying duties to Starcom Mediavest Group.

Media had recently been handled by Media Storm, which is part of the Water Cooler Group network that is co-led by former Mindshare exec Antony Young. The agency shift, which was confirmed by a league spokesman, comes as the NBA spends more aggressively under Chief Marketing Officer Pam El, who took the marketing helm late last year.

The NBA spent $135.8 million on measured media last year, up from $93.6 million in 2013, according to Kantar Media. “We are going to be much more aggressive with our marketing. We want to go after a larger fan base,” Ms. El said in an interview late last year.

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