After a long-standing relationship with GPY&R, Cricket Australia has handed the reigns of its creative account over to M&C Saatchi Melbourne, who won the account following a four-way pitch, by leveraging the specific expertise of its sister agency, M&C Sport & Entertainment, an agency dedicated to sports sponsorship. The sports agency will be increasing its presence within the Melbourne market to help the Melbourne office service the account, introducing new Australian audiences to the sport and promoting international cricket next season. The media planning and buying, which is managed by MediaCom, was not reviewed.
M&C Saatchi were the eventual victors due to their “Real passion for cricket,” which when combined with a “Strong creative response” made them the perfect candidates for the job
Cricket Australia's executive general manager of media, communications and marketing, Ben Amarfio, sad that the pitch process wasn't just an experience for the agencies involved, (a list that also included McCann, Publicis Mojo and the AJF Partnership) but was “A valuable experience for Cricket Australia.” He said that it “Was not easy to make a final decision, with all of the pitching agencies showing great strategic insight” into the business and what the sport means to the country and its people. He says that M&C Saatchi were the eventual victors due to their “Real passion for cricket,” which when combined with a “Strong creative response” made them the perfect candidates for the job. He looks forward to working with the agency “To attract both existing and new audiences to cricket in the 2014-15 season and beyond.”
The Ashes-winning Australian cricket team
Catherine Graham, M&C Saatchi Melbourne's director of growth strategies stresses her company's passion for the sport and says that they are “Delighted” to be working with such a “huge Australian brand.” She underlines the involvement of their sister company, and says they will be “Running the account with valuable involvement from M&C Saatchi Sport & Entertainment,” who will join them in Melbourne and deliver what she feels will be “The best summer of cricket yet."
GPY&R have stressed that they declined to take part in the pitching process
The account had been held by GPY&R since 2010, before that Leo Burnett's Melbourne office handled the creative since 2007. GPY&R have stressed that they declined to take part in the pitching process. Their managing partner, Julian Bell, said, however, that the agency were “incredibly proud” of the work they have created for the brand over the last 4 years and the role they've played in “Reinvigorating interest in Test and ODI cricket, along with launching the burgeoning BBL competition." Himself, and the rest of the agency say there are no hard feelings, and “Truly wish Cricket Australia all the best."
Official Cricket Australia Website
Official M&C Saatchi Melbourne Website
Benjamin Hiorns is a freelance writer and musician from the UK who doesn't like cricket (and no he doesn't love it either).
