DMB&B to lead Germany's bid for World Cup soccer 2006

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FRANKFURT -- Deutscher Fussball Bund here has named D'Arcy Masius Benton & Bowles to its $12 million marketing effort to bring the World Cup soccer competition to Germany in 2006.

Also pitching for the account had been Frankfurt-based Saatchi & Saatchi, Solingen-based Vonn Mannstein and Munich-based Abold agency.

Germany is competing to host the competition against the U.K. and South Africa. Adam Crozier, joint chief executive of Saatchi & Saatchi, London, has been asked, in a personal capacity, to help the U.K. effort.

The DFB's aim with the campaign is to encourage Germans to support the country's bid for the championship. According to a recent survey, 77% of Germans are in favor of it. But if Germany isn't successful in this summer's World Cup, being staged in France, the DFB fears the mood may change. Soccer is the German nation's favorite sport.

The marketing campaign will kick off in the fall, with sponsors including Mercedes-Benz, Deutsche Telekom, Deutsche Bahn and Bitburger Brewery.

However, the German effort to pull in the competition is overshadowed by its failure to win the summer Olympic Games in 2000. In addition, Germany's $12 million behind this campaign compares with a U.K. spend reportedly twice that amount and a budget of $52 million given to Dentsu to win the 2002 World Cup for Japan.

But, says one media watcher, the campaign could still be bigger "because all the media companies are favoring the event and they will probably arrange for free ads on spots."

Copyright April 1998, Crain Communications Inc.

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