One of the criticisms levelled at England's failed bid for the 2006 tournament was that there was no well-known figurehead or big-hitter from the world of business.

 

Mills, a director of Premiership club Tottenham Hotspur, said: "I think that leadership is critical. If you look at the London 2012 bid I think the combination we had there of a highly-respected, well-known Olympian like Seb Coe partnered with somebody who has run big marketing programmes like myself worked incredibly well.

 

"I am sure the FA will learn some lessons from what we had in London 2012.

 

"I think that's a good formula if you can find the right people and there are plenty of them in this country."

 

Mills said the figurehead did not necessarily need to be a former footballer but that the person should have a deep knowledge about the game.

 

He added: "We need somebody that understands the sport from the inside, whether as a player or manager or in administration."

 

Manchester United chief executive David Gill, who played the main role on Wednesday in persuading fellow FA board members to announce a bid, would have been a contender as bid chairman but he has already ruled himself out, saying he will be heavily involved through his board role.

 

Former sports minister Richard Caborn, currently the Prime Minister's World Cup bid ambassador, may throw his hat into the ring, while the FA will also examine the credentials of high-profile former players such as Gary Lineker and Sir Geoff Hurst.

 

David Beckham is also sure to be signed up as a bid ambassador, a similar role to the one he played in London's bid.

 

FA chief executive Brian Barwick would not be drawn on possible bid leaders, however.

 

He said: "The leadership of this bid is vitally important and we have a lot of thinking to do - and a lot of time to do it - about the type of leader we need for this bid."

 

The FA are likely to follow London 2012's lead in setting up a bid company with a chairman, chief executive, finance director and communications director.

 

They have yet to discuss with the Government who will pay for the bid, however - the cost has been estimated at £15 million.

The FA have also ruled out involving any of the other home nations in a bid.

 

Asked whether it would be "exclusively English", Barwick replied: "Yes."

 

Barwick also played down England's position as bookies' favourites and said there was no question of the FA being complacent.

 

He added: "We know other countries want to host the World Cup in 2018 and it is not a given but we will give it our best shot.

 

"There are a lot of things to work through ahead of us and we have to have the leadership of this campaign absolutely spot on.

 

"We know that will tax us in the next few months.

 

"There are lots of good messages about English football across the world - both from on the pitch and away from the pitch with coaching, refereeing and business education programmes.

 

"We think we should seize the moment. We have government support, Sepp Blatter is very positive about English football, and on Tuesday Franz Beckenbauer said he thought 2018 should be in this country.

 

"But there is no complacency whatsoever and no arrogance."

 

There is likely to be tough opposition from Russia, China, United States and Australia, while bids are also being considered by Mexico, Canada, Spain and Holland/Belgium jointly.

 

FIFA's 24-man executive committee will decide on the hosts in 2011 and bids will have to be officially submitted at least two years beforehand.