Microsoft Advertising and WPP’s 9nine gear up for 2014 World Cup push
22 June 2012
9nine and Microsoft advertising are joining forces to offer 2014 World Cup branded experiences.
The Brazilian-based sports marketing communications company, started by WPP and soccer legend Ronaldo, will offer local and international advertisers the opportunity to co-create themed digital experiences across multiple screens.
In an exclusive interview with M&M Global on the eve of the announcement of the deal, 9nine chairman Ronaldo; WPP chief executive, Sir Martin Sorrell and Microsoft Advertising’s corporate vice-president of advertising and online Frank Holland outlined the initial plans for the partnership which is still in its infancy.
Instead of offering predesigned standard ad units, brands will be able to create bespoke brand experiences which live across Microsoft’s portfolio and bring fans closer to the passion of the World Cup. While Holland is not yet able to divulge on existing inventory options available to advertisers he did state that discussions with brands are already underway and it could be assumed that executions would include placements on Microsoft properties such as Skype, Windows 8 and the XBox.
According to Ronaldo, the ultimate goal of the partnership is to make the whole world a stadium for the 2014 World Cup. “There is a positive momentum in the Brazilian economy right now with the World Cup and the Olympics coming to the country,” said Ronaldo. “There are lots of opportunities for companies to get involved and make it a great global event”
9nine’s current roster of accounts includes Clara and Energizer in Brazil and since its formation in 2010 it is yet to hold any accounts outside of the Latin American country. According to Sorrell, whose WPP owns a 45% share in 9nine, the agency had an annual turnover of $8m last year and this deal will give it momentum to pick up international brands who are keen to take advantage of the 2014 World Cup.
“9nine currently holds 25% of the Brazilian market, this deal is right for it to continue to grow,” said Sorrell. “This announcement ties in perfectly with the release of our first Latin American Brandz ranking. This is an exciting time for both Latin American brands and the region."
“We’re looking to create World Cup experiences that go beyond the 22 players on the field and extend to the fans in the pubs of London as well as casual observers in the middle of Time Square. This is an opportunity for brands to imagine what is possible and then make it happen,” says Evandro Guimaraes, managing director of 9nine.
Martina Lacey, Cannes