Afaqs: Ogilvy Mumbai will handle creative duties for International Cricket Council (ICC). The account was won via pitch that was called in mid March. The account size is estimated to be more than Rs 250 crore.
The pitch results that were to be out on last week of April got delayed due to the Lalit Modi drama. Ratnakar Shetty, chief administrative officer, Board of Control for Cricket in India (BCCI) confirmed the news to afaqs! “There were about 18 agencies in the fray, of which six were shortlisted. Ogilvy (Mumbai) was eventually selected,” he says. Shetty is also the tournament director of the ICC Cricket World Cup 2011.
Other agencies that took part in the pitch included Mc Cann Erickson, Grey Worldwide, JWT, Havas and Publicis. Talking about the strategy that won the account for Ogilvy Abhijit Avasthi national creative director said, “I think it’s the Ogilvy credentials that worked for us. Also, as an organisation, we have a lot of experience in cricket. For example, we launched the 360 degree campaign for the recently concluded Indian Premier League Season 3.”