Fivb Appoints Two Agencies For Brand Strategy Refresh
The International Volleyball Federation (FIVB), has appointed the Amsterdam-based Ogilvy Social.Lab and London-based Fifty Digital to run its global brand communications and media strategy.
The pair were chosen following an open tender process in which the FIVB says 17 agencies took part.
According to the federation, both will work closely together to promote volleyball’s global brand as well as unlock its potential for future growth.
Ogilvy will handle positioning, brand strategy, design, digital and social media communication, as well as creative development of new campaigns and media strategy leading up to the FIVB Volleyball World Championships 2022.
Meanwhile, Fifty Digital, which scooped Young Agency of the Year at the Sport Industry Awards 2020, will support the federation on its continuous digital communications with fans and the ‘wider sports community’.
“The FIVB is delighted to be working together with Ogilvy Social.Lab and Fifty Digital on promoting our beloved sport on the road to the FIVB Volleyball World Championships 2022, which we are striving to make the most popular and engaging event of 2022 on court, in the stands, and digitally,” said Fernando Lima, Secretary General, FIVB.
“The FIVB has a truly global reach with 222 National Federations around the world. Volleyball is played in every continent by players of all ages, genders and backgrounds and is one of the most loved sports in the world with hundreds of millions of passionate fans. However, we recognise we have so much room for future growth and through these strategic and creative partnerships we will further explore the global potential of our sport.”
Nick Jackman, Co-Founder, Fifty Digital, said: “After such a competitive pitch process against the biggest names in the industry, the team cannot wait to put all their hard work and passion for volleyball into action. We believe there is a huge opportunity to raise the profile of volleyball to an even higher level and we are really looking forward to partnering with the FIVB to achieve this.”
Executive Creative Director of Ogilvy Social.Lab, Tolga Büyükdoganay, added: “This is a once-in-a-lifetime opportunity to create a new brand for a sports category – rather than making a campaign for a sports brand. We applaud the FIVB’s creative bravery and ambition, and we cannot wait to help reimagine all forms of communication around volleyball and its championships.”
The FIVB says chemistry meetings, brainstorm sessions, and presentations all took place over video calls with the participation of various stakeholders as well as the organisers of both men’s and women’s versions of the FIVB Volleyball World Championships 2022.
