Phoenix Ogilvy trounces global players

Phoenix Ogilvy Sri Lanka scored a major victory by beating leading global advertising agencies and international sports marketing companies to win the pitch for the upcoming Twenty20 World Cup.

The International Cricket Council (ICC) announced that Phoenix Ogilvy will be the official marketing and communications agency for the ICC World Twenty20 2012. The tournament will be held from September 18 to October 7 in Sri Lanka.

In a media release, the ICC stated that it had arrived at the decision after a lengthy selection process where a number of agencies had submitted proposals. From these, five agencies were shortlisted to make their final presentations to ICC and Sri Lanka Cricket officials in Colombo.

Among the firms that vied for this prestigious business were JWT, which collaborated with a consortium that included FidelisWorld, a Dubai-based international sports, entertainment, and media company; Hayleys, and Maxus Global Media. Teaming up with Grant McCann Erickson was Havas, a global agency specialising in sports and entertainment marketing. The other agency was Leo Burnett. Beating this formidable list of contenders was Phoenix Ogilvy, which emerged victorious.

Following the win, Phoenix Ogilvy will work with the ICC in developing and implementing an integrated strategic global event promotion plan for the fourth edition of the tournament. This will also mark the Twenty20 World Cup’s debut in Asia. The global event comes in the wake of the highly successful ICC Cricket World Cup 2011, which was co-hosted by India, Bangladesh, and Sri Lanka. This is the latest success for Ogilvy & Mather.

It had previously won the business for the ICC World Cup 2011 following a joint-pitch by the network’s offices in India, Bangladesh and Sri Lanka.

“This remarkable victory over many local and global players signifies the power of our strategic thinking and creative excellence,” said Phoenix Ogilvy Chairman Irvin Weerackody.

“It is a well thought through and truly integrated campaign that brings out the best of our creative, strategic, activation, digital, PR, and media strengths. It is an exciting campaign that we can be justly proud of,” he said.

Weerackody added: “It also underscores Phoenix Ogilvy’s capabilities of not just handling major local campaigns but international events of this magnitude as well. It is not only about cricket and promoting the event. It is also about promoting the destination, Sri Lanka. And we will make Sri Lanka proud.”

Previously, Phoenix Ogilvy has had the rare privilege of handling the communications and marketing campaigns for two other mega international events - The 2011 Cricket World Cup, and the International Indian Film Academy (IIFA) awards festival held in Colombo in 2010.

“This goes to show that if there was ever a level playing field, Phoenix Ogilvy always won,” said Weerackody. “And true to form, we look forward to this opportunity to shine and deliver yet another successful global campaign because this is huge,” he said. The win also bolsters Phoenix Ogilvy’s credentials as Sri Lanka’s premier marketing and communications agency. It is the only Sri Lankan agency to have won a Gold award at an international advertising festival.