Five agencies win Cricket World Cup work

Five agencies win Cricket World Cup work
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EXCLUSIVE: The six-month hunt for the media, marketing and PR agencies set to shape the 2015 Cricket World Cup (CWC) is over, B&T can reveal.

The Local Organising Committee (LOC) for the ICC Cricket World Cup whittled down the 30-plus expressions of interest (EOI) they received for the three different disciplines to five successful firms.

OMD is one of those five having been awarded the media buying duties.

CHE Proximity, which was widely rumoured to be on the shortlist along with Ogilvy and GPY&R Melbourne, has won creative duties alongside Clemenger BBDO New Zealand.

The LOC’s search for media and creative partners kicked off in November last year as B&T revealed in December.

The public relations duties have been handed to Edelman Australia and their NZ affiliate Acumen Republic.

The PR pitch launched in January with an EOI request that specified the need for a PR firm with the ability to apply bespoke research and the “latest Public Relations techniques including the integration of digital elements into campaigns”.

One pitch requirement for all agencies was the ability to operate globally with marketing activities to take place locally as well as in New Zealand and other key international markets, including the UK, India and South Africa.

John Harnden, chief executive of the ICC CWC 2015, said: “These agencies will work closely together to ensure we provide our fans with the very best experience across both host countries and globally.”

Campbell Jamieson, the ICC’s commercial manager, said: “The ICC Cricket World Cup continues to grow from strength to strength and we are expecting larger television audiences than ever before in 2015.”

“The agencies appointed demonstrate excellent sport event knowledge and international reach which is crucial to support the tournament and our commercial and Broadcast  partners’ objectives.”

The event is being jointly hosted by Australia and New Zealand and will take place in February and March 2015.

The marketing is currently in planning mode and campaign activities should be out in the market by late this year.

The LOC would not divulge how much is set to be spent on the CWC’s marketing communications.

The five agencies will work alongside FutureBrand, which was selected in 2010 following a competitive international pitch process.

Australia and New Zealand last jointly hosted the ICC CWC in 1992.

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