Washington Football Team names chief creative, digital officer

The Washington Football Team, in the middle of a major rebranding effort, has hired the organization’s first chief creative and digital officer, it announced Tuesday. Will Misselbrook will oversee the team’s brand marketing strategy and develop content for fans and sponsors, and he will report directly to team President Jason Wright.

“Will is an exceptional leader who can seamlessly blend fan-centric content with relevant and resonate brand integrations,” Wright said in a statement. “Considerable work has been done to improve our fans’ experience online and to expand our partnership offerings. Will’s role will be pivotal throughout our brand transformation as he brings unrivaled creative marketing experience on behalf of iconic brands and a track record of using original storytelling to engage digital communities.”

Misselbrook previously was global head of creative for custom content, creative marketing and original programming for The Trust, The Wall Street Journal, Barron’s Group and Dow Jones Media Group, and he has held executive creative roles for Coach and Condé Nast Group, as well as working with several brands and advertising agencies. According to the Ashburn-based team, he will be the first C-suite member dedicated to digital or creative disciplines in the NFL.

“I’m very excited to join the industry-leading marketing, creative and digital groups at the Washington Football Team to help tell the team’s story in meaningful ways and to continue to strengthen our bond with fans,” Misselbrook said in a statement. “The team did a fantastic job of creating access at a time when it was needed more than ever to bring fans into the game day and football experiences online. We’ll look to extend that approach through more dynamic content and explore new, immersive opportunities to connect the team to the fanbase, partners, alumni and our entire community.”

The Washington Football Team, which retired the Redskins name and logo last year under pressure by sponsors, tapped a New York City-based marketing agency, Code and Theory, in February to help select a permanent team name and rebrand its look. The firm previously partnered with the team to come up with its interim “Football Team” branding and “No Name But Team” campaign.

In March, owner Daniel Snyder purchased 40.5% of its shares from his minority co-owners, giving him full control of the franchise. Meanwhile, the NFL has continued its investigation into sexual harassment and misconduct in the organization, which was reported last year by The Washington Post.