Liverpool FC, the FA Cup finalists, have picked M&C Saatchi to
relaunch their official website, expected to be one of the most
sophisticated of its kind from an English football club.
The site, which already achieves 600,000 unique users a month, is
gearing up to feature live commentaries, match videos as well as gossip
from the club's famous 'boot room'.
But, unlike the site of Britain's biggest club, Manchester United, it
will focus more heavily on its local supporters rather than its global
News of the appointment comes as Liverpool remain on course to complete
a unique treble of winning the FA Cup, the UEFA Cup and the Worthington
Cup. It also follows last year's appointment of Davide De Maestri, the
former M&C Saatchi group account director, as Liverpool's brand
De Maestri's brief is to fully exploit the commercial potential of the
club after Granada's purchase of a 9.9 per cent stake and the right to
become its exclusive media and marketing agent.
Moray MacLennan, the M&C Saatchi joint chief executive, said: 'Davide
talked to a number of agencies but having worked with us in the past and
knowing what we could do, he was keen to have us crack the brief. And we
Immediate Sales, the agency's through-the-line subsidiary, will be
involved in the work, which will include promotion of the site both
online and offline.
'We'll be doing everything from classic advertising to mousemats,'
MacLennan added. 'Liverpool have a very loyal and close local following
on which the club can really capitalise if we can get the marketing