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Naked wins UK media strategy task for Super Bowl 2005

LONDON – Naked Communications has been appointed by the NFL to develop the media strategy for a campaign to back the Super Bowl 2005 after a competitive pitch.

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Naked will develop the media strategy for the push with a creative campaign developed by B'lowfish. Naked worked on the 2003 Superbowl "GRRRR" campaign but B'lowfish handled strategy and creative for the NFL last year.

Alistair Kirkwood, NFL Europe vice-president of planning and development, said: "We have been impressed by the strategies put forward by Naked as part of this process. We feel that they will provide the perfect foil for B'lowfish's creativity and both these agencies demonstrated once again their understanding of the NFL brand."

The NFL has also appointed entertainment and PR agency Woodhead Calliva to handle the public relations part of the campaign. It will develop and execute pre-publicity, media management and post-entertainment publicity. The agency will also be in charge of celebrity attendance at the Super Bash II after-party.

In addition, the NFL announced that it is retaining Hill & Knowlton to handle the marketing and sponsorship following two successful PR campaigns in support of the last two Super Bowls.

"We feel that this year's appointments represent something of a dream team approach," Kirkwood added.

For the first time ever the Super Bowl will be broadcast to terrestrial viewers on ITV, after two years on Five, with Reebok and Coors Fine Light Beer stepping in as sponsors.

Sky Sports, in its 10th year of NFL broadcasts, will air the Super Bowl live. Last year, 1m viewers watched Five and Sky's coverage of the event.

The Super Bowl XXXIX takes place on February 6 2005 in Jacksonville, Florida. The NFL is investing a seven-figure sum on the UK marketing campaign for the upcoming game.

This year's event was overshadowed by singer Janet Jackson exposing her nipple to 90m people during her performance with Justin Timberlake.

The Super Bowl, which claims to be the largest sporting event in the world, enabled CBS to rake in an average of $2.3m (£1.26m) for each 30-second spot last year.

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