As cynical pitch ploys go, Nelson Bostock Communications' approach
to the contest for football/education hybrid footee.com takes some
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
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.'