FA’s VCCP scores with new For All campaign

The Football Association, forever castigated as a collection of useless men in blazers, is trying to modernise things a little with a new strategy “For All” pushing, yes you’ve guessed it, inclusivity.

But agency VCCP, involved in creating the strategy, brings it to life with a number of case histories, most notably this one featuring James Blackwell, a member of the England Cerebral Palsy team.

Does this show the influence of CEO Martin Glenn, who knows a bit about marketing and advertising from his days at Walkers, Mars and the like? Most FA bosses succumb to their own egos after a while (the FA runs the England football team too). Glenn might be the man to make it work.

MAA creative scale: 8.5.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.