The ICC World Cup 2011 has silently been shopping for advertising agencies. Even as no official information was available from the International Cricket Council (ICC), sources close to the development informed that six agencies had been shortlisted already. These include O&M, JWT, McCann Erickson, Havas, Grey Worldwide and Publicis. Sources also said that the account size was expected to be well upwards of Rs 250 crore.
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.
The chosen agency 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 other two venues – Sri Lanka and Bangladesh – as well.
A final decision on the agency is expected soon, given that ICC intends to build the communication around the event as soon as possible.
Meanwhile, a three-day meeting was held at the BCCI headquarters in Mumbai on April 14-16. Initially, there were quite a lot of agencies in the fray, which was ultimately whittled down to the six shortlisted.