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The 2006 FIFA World Cup case

Date of publication: September 19, 2007

Catalogue: Congress 2007: Excellence

Authors: Olivier Heck, Laurent Florès, Guillaume Weill

Abstract:

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.

Olivier Heck

Author

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Laurent Florès

Author

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Guillaume Weill

Author

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Heck, Florès and Weill (2007a, September 19). The 2006 FIFA World Cup case. ANA - ESOMAR. Retrieved June 25, 2025, from


https://ana.esomar.org/documents/world-cup-is-it-a-good-idea--8129