AUCKLAND, Today: FCB creative directors Peter Vegas & Leisa Wall shared some of their Rugby World Cup strategies with Sunday Star-Times business writer Alex Loo over the weekend.
The ad world is keen to capitalise on the ABs publicity machine – but, says Vegas, “only a few major brands are able to afford the huge fees paid by official sponsors, so companies have to come up with cunning ways to capture the zeitgeist without mentioning the team or the RWC itself.”
Vegas and Wall told Loo there “wasn’t a lot of wriggle-room” for agencies.
“You want to foster the spirit and excitement – but you also want to respect the sponsors’ rights.”
Pak’nSave’s Stickman is one of those navigating that delicate balance, Vegas said. “And lawyers have a role to play these days.”
The pair also referenced “nuanced” campaigns from Domino’s, Jockey (an official ABs sponsor – but not the RWC), and BurgerFuel.
Pead PR ceo Deborah Pead told the SST that events and brands had to be vigilant to protect the rights of their sponsors.
Wall said: “You want to foster the spirit and excitement – but you want to respect the sponsors’ rights.”
- Read the full story here
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