M&C Saatchi S&e Wins Extended Cr7 Brief

CR7 by Cristiano Ronaldo has appointed M&C Saatchi Sport & Entertainment as retained international marketing and PR agency for 2014, following a successful launch handled by the agency in 2013 that saw it shortlisted for the BT Sport Industry Awards.

The appointment sees an increase in remit to include international ATL and retail campaign delivery, a global launch strategy for the brand’s second collection, on-going international PR support, social media integration and brand development. 

Cristiano Ronaldo will be featured prominently across all activity which will deliver an integrated approach throughout multiple marketing disciplines, with PR as a centrepiece. 

In 2013, M&C Saatchi Sport & Entertainment delivered an international launch campaign which achieved standout global coverage and positive sentiment for the brand as well as a targeted strategy supporting 12 key commercially key markets. 

The launch of the CR7 range by Cristiano Ronaldo was shortlisted for Best International Marketing Campaign, sponsored by London & Partners, while the agency M&C Saatchi Sport & Entertainment were shortlisted for Agency of the Year at the BT Sport Industry Awards. 

CEO Steve Martin said: ‘Integration across ATL and BTL activity is the right approach for forward-thinking brands. It ensures 360 degree thinking, consistency of message and a thorough approach. As an agency, we are experienced in handling strategic, creative and executional elements across disciplines, therefore a combined brief utilises our resource in an intelligent way. We look forward to continuing our work with Ronaldo and JBS in building the CR7 brand.’

CR7 by Cristiano Ronaldo has been created in partnership between world famous football player Cristiano Ronaldo, and JBS Textile Group, Scandinavia’s leading underwear and socks manufacturer. The CR7 underwear and sock line was designed collaboratively between Ronaldo and New York menswear designer Richard Chai.