Telemundo's marketing strategy for the '18 FIFA World Cup in Russia is "beginning to take shape with the hiring" of Anomaly, N.Y., to take the "lead role on strategy and creative duties," according to E.J. Schultz of AD AGE. The hype began on March 8 when Telemundo "began its 100-day countdown to the FIFA Confederations Cup in Russia that runs this year from June 17-July 2." Telemundo "considered multiple agencies for the World Cup marketing assignment, including traditional Hispanic shops." The NBC-owned net picked Anomaly "in part" because of what Telemundo Deportes Senior VP/Brand & Content Development Bill Bergofin "described as the agency's 'cross-cultural' approach." With other clients, Anomaly has "used unorthodox methods as it seeks affinity from bicultural consumers." Bergofin confirmed that "ads for Telemundo's Cup coverage will run on some of NBC's English-language properties." While Bergofin did not detail specifics, Telemundo "will have two other huge sporting events at its disposal as it hypes the World Cup" -- NBC's broadcast of Super Bowl LII and the '18 PyeongChang Games. Those two events fall "just four days apart from each other." That does not mean Telemundo has "made it a priority to lure English-only speakers." Bergofin: "Are we directly targeting non-Hispanics? No, not necessarily. We want all Hispanics to watch. So we want to build that audience as big as it can be" (ADAGE.com, 4/18).
