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.’