REACHING ONE FIFTH OF THE WORLD'S POPULATION
Whitestone has worked with the ICC over a period of five years in various parts of the organisation. During this time the ICC has used all four of our core competencies of brand, creative, marketing and commercial.
In the first instance we were asked by the ICC to develop a massive commercial campaign at the head of which was their aim to secure five $US90m partnership deals.
Due to the success of this campaign, the ICC asked us to review their entire brand portfolio and develop the positioning and structures through which they would be branded. We subsequently creatively directed the identities for the first ICC World Twenty20 in South Africa and the second in England.
Thereafter we developed their centenary programme that involved our central marketing approach and was delivered at a local level in 104 countries across the globe and the identity systems for their development competitions - we continue to work with them in a number of areas.