It has hired Propaganda Headquarters, an Orange County-based full-service action sports marketing and creative agency, to work on the event, recognised as California's longest running action sport and lifestyle festival.
The event attracts more than 300,000 spectators.
Said James Leitz, head of IMG’s action sports division: “The US Open of Surfing has been the cornerstone of many summer festivals on Huntington Beach. The Bank of the West Beach Games are no different. Creating consistency and relevance to that rich surfing history is very important to the long-term health of the Beach Games. By bringing in Propaganda Headquarters, we are far better equipped to foster that connection and create that authentic look and feel."
Propaganda HQ's scope of work for IMG will include developing the creative for the summer event, which will include all event identification along with the advertising campaign and all related collateral.
"Many of us here at the agency have grown up in the area and attended this event for many years," said Vipe Desai, Founder and President of Propaganda Headquarters, Inc. "We're excited to be a part of such a great event and its history."
IMG has selected the creative services firm it wants for this year’s Bank of the West Beach Games and the Honda US Open of Surfing.
