The 2006 FIFA World Cup case
Effective management of a 360° communication strategy

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Author(s): Laurent Florès, Olivier Heck, Guillaume Weill
Collection: Congress 2007 - Excellence - Celebrating 60 years
Keywords: Audience Research, Media Testing

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This presentation describes a one-year project that was carried out to understand the effectiveness of the adidas 360° marketing and communication strategy developed in France before, during, and after the 2006 Fifa world cup.

More specifically, it presents an innovative way of measuring the effectiveness of an integrated marketing strategy, and shows how moving away from silo-based audience measurement to a more customer centric and targeted approach can help to maximize the return on investment.


Date of publication: 19.09.2007
ISBN: 92-831-0208-8
Order Code: CON07_17
Number of pages: 13

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