It is known from sources close to the development that International Cricket Council (ICC) has decided to go with Ogilvy Mumbai to handle the 360-degree advertising for World Cup 2011, which is slated to be jointly held at three venues – India, Sri Lanka and Bangladesh. It is learnt that the communication was sent to agencies via email by ICC. The account size is estimated to be upwards of Rs 250 crore.
Ogilvy Mumbai beat five agencies – JWT, McCann Erickson, Havas, Grey Worldwide and Publicis – to bag the business. It may be recalled that Ogilvy was also responsible for the 360 degree activities for the recently concluded Indian Premier League Season 3. The decision was expected in the last week of April but was delayed due to the Lalit Modi-BCCI row.
exchange4media had earlier reported that the pitch was called by the ICC in mid-March this year. The brief given to the agencies was that the campaign had to be built around the ICC World Cup and let people know that that this time it is happening in India, along with other venues.
Ogilvy will take charge right from the pre-launch activities across all mediums to post-launch of the top most cricketing extravaganza, not just in India but for the other two venues as well.
A three-day meeting was held at the BCCI headquarters in Mumbai on April 14-16. Initially, there were more number of agencies in the fray, which was ultimately narrowed down to the six shortlisted.
O&M, JWT, McCann, Havas, Grey Worldwide, Publicis shortlisted for multi-crore ICC World Cup 2011 account