Cricket Australia appoint M&C Saatchi Melbourne after four-way pitch
Cricket Australia has appointed M&C Saatchi Melbourne to handle its creative account following a competitive pitch, Mumbrella can reveal.
M&C Saatchi fought off AJF Partnership, McCann and Publicis Mojo to win the account after incumbent GPY&R Melbourne declined to pitch.
The agency has been tasked with introducing cricket to new audiences and promoting all forms of international cricket leading into the 2014-15 cricket season.
Cricket Australia’s executive GM for media, communications & marketing Ben Amarfio said: “The pitch process for the creative account has been a valuable experience for Cricket Australia, and it was not easy to make a final decision, with all of the pitching agencies showing great strategic insight about our business and about what cricket means to Australia.
“The team at M&C Saatchi Melbourne exhibited a real passion for cricket and this, combined with a strong creative response, won them the business. We look forward to working with M&C Saatchi to attract both existing and new audiences to cricket in the 2014-15 season and beyond.”
M&C Saatchi Sport & Entertainment worked closely with the the agency on the pitch and as a result will increase its presence in Melbourne to work closely with the Melbourne office.
M&C Saatchi Melbourne director of growth strategies Catherine Graham said: “Cricket Australia is a huge Australian brand and one we are delighted to be working with. We will be running the account with valuable involvement from M&C Saatchi Sport & Entertainment who will be joining us in Melbourne to deliver the best summer of cricket yet.”
The account was put out for pitch in April.
Across its Sydney and Melbourne offices, M&C Saatchi’s clients include Google, Optus, NRMA Insurance and Etihad. The Melbourne office has around 21 staff.
MediaCom manages Cricket Australia’s media planning and buying and was not being reviewed.
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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“The pitch process for the creative account has been a valuable experience for Cricket Australia”
if it was seen as a valuable experience, I’m just wondering if you paid all the agencies for it?
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Wow, the M&C new business juggernaut continues, what a brand to win, smacked that pitch over the fence
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M&C are quite the pitch winners this financial year – wow
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Nice work S&E. Dust of the M&H Lama I can feel a net coming on!
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Nice work M&C – good one Catherine.
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Pardon the pun but the M&C batting line up is seriously smashing it.
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Nice work M&C.
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Hit it for a huge six out of the park M&C.
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A big six out of the park M&C
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In the words of Richie Benaud, “Fine effort that!”
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