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.