Football Association appoints Wieden & Kennedy for pre-World Cup campaign

Wieden & Kennedy has been appointed to the creative account of one of the most challenging brands in the country: the England men's football team.

England's Daniel Sturridge and Marcus Rashford: will there be celebrations in Russia?
England's Daniel Sturridge and Marcus Rashford: will there be celebrations in Russia?

The agency, which won the account after a competitive pitch, has been tasked with working alongside The Football Association’s in-house team on the national side’s brand messaging in the lead-up to next summer’s World Cup in Russia, and beyond.

Georgina Lewis, head of marketing, The Football Association, said: "This is a really important time for the England Men’s senior and development teams.

"Following the success this year of our youth sides and the positive progress being made in creating a pathway to the senior set-up, this is a great moment to plan our next campaign. Our aim is to bring our fans on that journey.

"Wieden & Kennedy immediately understood where we are at and brought an energy, passion and sense of challenge that underlined they will be great partners."

Helen Andrews, managing director of Wieden & Kennedy London, added: "For an agency bursting with football fans, this is pretty much the dream brief. We can't wait to get started."

Other agencies The FA has worked with include VCCP, which created the organisation’s strategy, "For all", unveiled in March.

England, which won the World Cup on home turf in 1966, most recently suffered the ignominy of being knocked out of Euro 2016 in the second round by Iceland, a country of 330,000 people.