Agency scores with the FA

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Independent creative agency iris has been appointed to develop a campaign to launch the FA Women's Super League in the UK, following a competitive pitch against three undisclosed agencies.

The integrated campaign, which will feature digital, experiential, PR and partnership activity, will launch in April 2011 and has a clear vision to make all aspects of the new league interactive. The nationwide campaign will target younger female fans aged 9 to 15 years old. Through partnership and social media activity they will be able to make key decisions about the league from content in match–day programmes to entertainment at half time. A PR campaign will position the players as new sporting icons providing positive role models for young girls. Zoe Wishman, womens marketing manager at The FA, said: 2011 is an extremely important year for womens football, as well as the WSL launch it is a World Cup year. We are confident that the campaign iris has developed will provide more access for fans than ever before. In turn this access will allow them to help us develop the league in a way that is going to keep them interested and excited. This will lead to improved awareness and credibility of the game which is well deserved. Laura Weston, director at iris, said: This is an audience who live their lives through social networks and love the chance to have a say about activities that are important to them. The opportunities to interact for girls who like and play sport are limited. Football is now the most popular team sport for girls in the UK so we want to lead the way by inspiring them to have their say so we can create tailored match–day experiences that they will enjoy and give them access to the players to encourage them to stay involved in the game. Iris recently merged its PR, experiential and sponsorship agencies under one management team due to the increase of integrated briefs. Nico Tuppen, managing director said: By blending the specialists into one team it has provided more flexibility and less duplication of roles for our clients. We are now regularly receiving open briefs that allow us to focus on coming up with the right idea safe in the knowledge that we have the right team to deliver it, regardless of specialism.

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