Starcom, Leo Burnett's media outfit, is coordinating a multimedia
campaign to promote scrum.com's coverage of the Rugby World Cup, which
kicked off last Friday.
The rugby website, owned by online sports specialist Sportal, has
allocated pounds 500,000 for press, ambient and online advertising to
get more rugby fans logging on.
Antonio Silano, head of Starcom's digital division Starcom IP, will head
the account, assisted by the agency's senior media planner/buyer Katie
The campaign launched last week with an ad in The Express's rugby
Press activity will focus on national newspapers. Online advertising
deals have been signed up with various online outfits, including
Associated New Media, Lycos and the Electronic Telegraph.
Starcom IP has also teamed up with public relations agency Gnash
Communications to think-up a series of 'guerrilla' tactics. Silano
declined to comment further on the planned media stunts but said they
would take place on rugby grounds and involve members of the crowd.
Scrum.com's World Cup coverage includes live scoreboard updates of games
and news on players. Rugby fans can buy tickets to games as well as
World Cup merchandise through the site, which was launched in 1997.
Sportal has negotiated distribution deals with a number of companies
such as MSN.
Silano - who is the former digital director of Saatchi & Saatchi - and
his team also work for Starcom's clients Motorola and Zoom.co.uk, the
interactive shopping site joint-owned by the Arcadia group and