June, 2015 · By PrichAdmin

For eight years I headed up the FIFA team at ADM. This team worked with all their sponsors – including some of the biggest brands in the world – to develop their merchandise and POS campaigns in support of key FIFA tournaments. I made sure that ADM developed creative merchandise that supported the sponsors’ brand values and goals for the tournament.

The 2014 World Cup™ in Brasil allowed us to develop original ideas that tapped into the country’s confidence, music, and love of football.


After the vuvuzela of South Africa, ADM pushed for a Brasilian equivalent. We developed the ‘Brasil Bottle’ – a unique combination of the distinctive local apito whistle and caixa rattle, packaged in the iconic Coke bottle shape. It was one of the most original and sought-after items at the Word Cup, adding to the Coca-Cola brand.

That’s good brand support.



FIFA World Cup™ Global merchandise programme.

Slide 1

Develop a range of merchandise that supports the brand and the event. Create a bespoke and easy to use e-commerce system.

Range to appeal to key target markets – “soccer mums”, fans and staff. Ordering and payment to be as simple as possible.

Coke-TeeSlide 1Solution
Develop totally new items to be included in a strongly branded and high-quality range. Launch an e-commerce system that could be used by any country in the world at any time to deliver real savings.

Slide 1Result
Massive orders – both in total and financially – taken from over 100 countries worldwide.

Watch the promo video we made on YouTube, here.


June, 2015 · By PrichAdmin


Following 4 years constant involvement within Brasil I have built a strong network of marketers, senior commercial executives, creatives, manufacturers, logistics experts, finance, agencies, entrepreneur and major brand contacts.



A Brasilian food exporter wanted to extend the markets that their local products could be sold to.


Develop a name, brand and support materials around a classic Brasilian food – acai.


Launch the product into the EMEA market.


Develop the “Acai Tropical” brand, support materials and distribution kiosks to make entry into market as easy as possible

Acai Tropical NP-1


A major food chain in Middle East tested Acai Tropical kiosks in Q4 2015. In 2016 kiosks were rolled out in over 200 food stores.

Acai Tropical NP


2010 FIFA World Cup

June, 2015 · By PrichAdmin

Launch the mascot for the 2010 FIFA World Cup™ for FIFA.

Develop a stand out point of sale item featuring the mascot for the 2010 FIFA World Cup™ for FIFA.

Get the mascot noticed and loved in South Africa, the host country.

Develop a life size soft version of the mascot. Then distribute in shopping malls, airports and stadia so that fans and members of the public could touch, cuddle and be photographed with him.

Zakumi became a cult figure in South Africa – cries of “Zaaaakoooomi could be heard in the shopping malls as soon as shoppers saw the display.


FIFA Approvals System

June, 2015 · By PrichAdmin

Digitise the paper based approval system for every item, across the world, that bore any FIFA mark.

Make the FIFA approvals system faster, more efficient and cheaper to run.

Improve the service that FIFA offered its sponsors, partners and stakeholders.

Completely redesign and digitise the 3 stage approval process.

For the 2014 World Cup, over 3,500 approvals were registered by 500 users in over 70 countries.

Increasing Revenues

July, 2014 · By PrichAdmin

In all my marketing roles, I really enjoy developing the process and relationships that create a new business pipeline. Converting this pipeline into a commercial business stream is core to what I’ve been doing over the last eight years, including running and presenting pitches, agreeing contracts and building open, honest and ongoing partnerships.


For the 2010 FIFA World Cup™ in Brasil I generated a turnover of €18M for ADM through building strong business relationships with FIFA sponsors and partners.

On my watch, both the total number of sponsors and the turnover saw unprecedented growth around the 2014 event. From 7 to 16 sponsors. Turnover increased to €45M.

Our new sponsors were big names like Coca-Cola, Johnson and Johnson, AB InBev, Itau Bank and Liberty Mutual. Growth of €27M is proof of my ability to develop the business.

That’s how to increase revenues.