DIARY: Nelson Bostock plays name game as it wins footee.com account

As cynical pitch ploys go, Nelson Bostock Communications' approach

to the contest for football/education hybrid footee.com takes some

beating.



Faced with the daunting encounter, the agency opted to play on English

footballing heritage by putting campaign manager Emma Linaker and

campaign executive Charlie Greaves on the team.



The tactic worked, and the agency won the right to promote the website,

which is run by Premium TV, the sports rights multimedia company owned

by cable giant ntl.



Two agencies pitched for the account, which is led by NBC account

director Howard Bowden. The site is designed to mix National Curriculum

learning objectives with games to keep children returning to the

site.



The agency is launching the site to tie-in with the start of the school

year, targeting seven to 11-year-olds via campaigns in schools and

through links from the websites of 70 English league clubs.



Bowden described the appeal of the site as the fact that it: 'motivates

them to learn through fun, cool and interesting activities, based on

their love of playing games and their love of football.'



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