Saatchis backs England World Cup bid with press ads

Saatchi & Saatchi has created a press campaign to back England’s bid to host the World Cup in 2006.

Saatchi & Saatchi has created a press campaign to back England’s

bid to host the World Cup in 2006.

The agency became involved with the bid earlier this year when Adam

Crozier, Saatchis’ joint chief executive, was invited to join the board

of the World Cup 2006 Campaign.

England is competing against Germany and South Africa to hold the soccer

tournament, a four-yearly global event that is profitable for the host

nation. France is to stage this year’s World Cup while the 2002

tournament will be hosted jointly by South Korea and Japan.

The World Cup 2006 press ad features a baby wearing football boots lying

on an England flag. It carries the strapline, ’The birthplace of

football. There’s nowhere better for 2006’, and lists six reasons why

England should host the tournament.

The campaign, which was written by Mike McKenna and art directed by Greg

Martin, will run in UK specialist football magazines and international

sporting titles. Photography was by Christine Hanscomb with typography

by Mark Cakebread.

An exact budget for the campaign has not been announced, although it is

thought that the British Football Association is putting about pounds 10

million behind its bid. The press ad is expected to be backed by an

advertising campaign after the World Cup this summer.

Saatchis was branded unpatriotic in February this year when British

newspapers claimed its Frankfurt office was in talks with the German

football association to back its bid. However, Crozier was subsequently

made a member of the England campaign team and Germany’s campaign was

handed to a different agency.

Alec McGiven, director of the World Cup 2006 campaign, said: ’England’s

campaign has enormous support, at home and abroad. This ad sets out in a

new and innovative way the core reasons behind our bid and we’re sure it

will make an impact.’